Campaign details

Brand: Absa | Prosper Films | Digital Academy
Lead Agency: YDigital Media
Region: EMEA

Strategy

Objective

Since its inception, the objective of Prosper Films has always been to tell authentic brand stories to connect with consumers in a way that traditional advertising campaigns cannot. Prosper Films did not try to sell any type of product or service, but rather create brand love by telling Absa's brand stories and showcase the great work that they do in the different areas of the Business (that would otherwise go unnoticed and not celebrated). The objective of this film in particular was to tell the story of Absa's Digital Academy partnership.

Digital Academy began to address the severe lack of digital skills in Africa. Digital Academy offers young aspiring coders the opportunity to learn how to code through a short but intense programme. Thereafter these young people have skills required to be employed to work in organisations and add value from day 1. The film showcases 3 young people who Absa have employed after going through the programme.