The 21 Icons project and Mercedes-Benz South Africa collaborated to create a national competition campaign. Directed at continuing the project’s ethos of inspiring a nation and the celebration of the new Mercedes-Benz C-Class the campaign engaged a nation.
The Me & My Icon’ selfie competition called on individuals to snap a selfie with a 21 Icons collectable portrait poster. The posters were inserted in the City Press newspaper. Entrants posted their photo and personal message to 21 Icons Facebook page. Entrants then went into draw.
On meeting the winner, Neo Sematlane, Ginkgo Agency was drawn to her remarkable life story. Rather than document an event, agency created a short film that shares a heart-warming story of one person’s determination to succeed. Neo’s story reflects the promise of education and the potential of a positive sense of spirit. It ends with her efforts being rewarded with a brand new car. Neo Sematlane is a woman who creates her own luck.