Standard Bank’s “Keep Growing” campaign brings its purpose to life: “Africa is our home, we drive her growth.” The campaign celebrates the vast potential of Africa, its people and its communities, highlighting the belief that everyone, whether an individual or a business, has the ambition and capacity to progress.
A distinctive visual technique gives this message a powerful physical expression. In a first for South African advertising, a gimbal is used to tilt the characters’ surroundings, turning their ambitions into a literal uphill journey. The striking effect reflects the challenges and determination that form part of many customers’ everyday experiences.
Adding emotional resonance to the campaign is Zoe Modiga’s soulful interpretation of “Ain’t No Mountain High Enough,” which reinforces the themes of perseverance, ambition and overcoming obstacles.