Building upon the previous hugely impactful campaign about making South African’s hard-earned money work for them, ‘Trust Every Day’ looks back over the past 25 years through the lens of a South African family. It is a highly charged emotional story of how, no matter the circumstance, we push on and achieve as individuals and a nation. The timeline mirrors that of Coronation, who first opened its doors in 1993. The ad shows that Coronation’s history is proudly interwoven with the rich tapestry of South Africa and through the highs and lows Coronation has never stopped working to earn their Clients’ trust.
Gau Narayanan MD of Network BBDO and Wendy Bergsteedt, Head of Marketing at Coronation fund managers chat to Ashraf Garda about the advert’s narrative, the creative thought process, and the impact the advert aims to have on ordinary South Africans.
Listen to the interview here: