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VUKA: Short Film Long-Lasting Message Be Part Of The Change

Underage drinking is an endemic problem in South Africa which increases during the holiday season. To help reduce the misuse of alcohol and rally South Africans to curb underage drinking, SAB, together with integrated brand and communications group, Joe Public United, launched a powerful short film for the SAB’s 18+ #BeTheMentor programme.

The film taps into the realities of growing up in difficult circumstances where children turn to alcohol as an escape. The story follows five young boys auditioning for the role of ‘Tebogo’, a man who has a serious drinking problem. Each character encounters social misdemeanours like getting caught stealing and having words with his mother. The audience even sees a pedestrian hit while drinking and driving. The film depicts real social challenges experienced by many of the South African youth that often result in alcohol abuse.

“This has truly been an eye-opening project to work on. Vuka depicts mere slices of the things people in our country are facing. We are so grateful to have worked with an amazing team of people to make this hard-hitting piece that shines a spotlight on a shocking reality,” says Xolisa Dyeshana, Chief Creative Officer Joe Public.

With strong performances and raw, yet simple storytelling, Vuka extends the typical television commercial into a short film of seven minutes. Alongside Joe Public United’s conceptualisation and creativity, Egg Films’ Zwelethu Radebe directed the film in a way that demands attention from start to finish, leaving the viewer agitated with a long-lasting message and encouraging them to #BePartOfTheChange. The effects of underage alcohol consumption in South Africa are severe, which is why SAB is committed to cultivating a culture of smart drinking. “Joe Public is fuelled by work that really matters. We are very proud of what we have created and we couldn’t have done it without the partnership we have with SAB. Together we have addressed a major problem in our country and we can only hope it sends the much-needed message and ultimately drives change,” added Roanna Williams, Executive Creative Director Joe Public.

Take the pledge and #BePartOfTheChange:


 Brand: SAB 18+

Client: Pranisha Maharaj

Agency: Joe Public United

Group Chief Creative Officer: Pepe Marais

Chief Creative Officer: Xolisa Dyeshana

Executive Creative Director: Roanna Williams

Creative Director: Markus Botha

Art Director: Shalisha Hira

Copywriter: Inge-Marne Blignaut, Haydn Corke

Strategy: Leigh Tayler

Account Management: Jeanne Rosenberg, Mkhuseli Mancotywa

Agency TV Producer: Wendy Botha

Production Company: Egg Films

Director: Zwelethu Radebe

Director of Photography: Fabian Vettiger

Production House Producer: Saskia Rosenberg-Haak

Post-production: Post Modern

Editor: William Kalmer

Colourist: Nick Apostoli

Online Operator: Brad Glossop

Music: Grant Booth

Audio: Tiger Fight

Digital Agency: Joe Public Connect
Digital Designer: Henno Reyneke

Digital Copywriter: Jeanne Lloyd

Social Media Manager: Phumelele Dimba, Nivenia Davis

Head of Social Media: Kalliebree Keynerd

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