Grey And WPP LIQUID Announce Autocorrect Advertising Campaign Award Win

Grey And WPP LIQUID Announce Autocorrect Advertising Campaign Award

Grey and WPP LIQUID won silver at the global 2021 Clio advertising awards. The Clio Awards is an annual award programme that recognises innovation and creative excellence in advertising, design and communication, as judged by an international panel of advertising professionals.

Language is a vital aspect of our culture. In South Africa, the dawn of democracy was marked by the new government giving 11 of South Africa’s languages recognition as official languages. Sadly, autocorrect is still stuck in a decidedly undemocratic mode, where it will correct any word it does not recognise into English. This means that an innocent ‘Bathong’ suddenly turns into ‘Bathing’. Savanna has found a workaround for this irritation and has done so in the brand’s customary dry and witty manner.

Grey Advertising Africa’s Chief Creative Officer, Fran Luckin, said, ‘It is so gratifying to see this piece being recognised by international judges on a global stage. Being awarded in the pioneering ‘Digital/Mobile – Emerging Technologies’ category is testament to our effectiveness in navigating the industry with game-changing campaigns and illustrates the value of sticking with a creative idea for as long as it takes to execute. Over two years in the making, ‘Decolonise Autocorrect’ has finally stepped into the limelight.’

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