Ian Gabriel Celebrates Cameroon Soul for Mützig and M&C Saatchi Africa

Ian Gabriel Celebrates Cameroon Soul for Mützig and M&C Saatchi Africa

Ian Gabriel unearths the layers of what makes the Cameroonian people so unique in a modern, soulful way for Heineken's beer brand, Mutzig. The ad is a true celebration of "What Makes you Cameroonian" done with polished grit and style.

The Amsterdam-based client bravely went with the fresh positioning, visualised by its agency M&C Saatchi Africa, and steered by Creative Director Matt Blitz and Art Director Paddy Pearson. The team collaborated closely with Ian to deliver a unique, one-of-a-kind Africa beer spot and shared this, "From the first treatment, to the casting, to the shoot its self, Ian and the team at Giant outdid themselves with unpacking our vision and giving everything an incredibly exciting and deeply considered push."

All aspects of the production including a stand-out music track by Markus Wormstorm were based on icons, rhythms, traditions and design elements from both old and new Cameroonian sources, creating a soul inspired communication that is both 'roots true' and as fresh as todays latest beats. Time spent sourcing diverse Cameroonian performers pays off in the raw energy and excitement that pulses through the spot. Found moments that the crew uncovered on location make the communication unmistakably street Cameroon.

The mix of Cameroonian French voice over and English language REFRESH YOUR SOUL message, bear testimony to the success of Cameroon's robust bilingualism in uniting the multifaceted central West African society.

According to Matt Blitz "We chose to create something that embodied the energy of Cameroon and through this, put a spotlight on the amazing people that you come across in this vibrant country. He adds, "We asked the question, "What makes you Cameroonian?" which opened us up to almost anything true to the country and its people."


Production Company: GIANT FILMS

Production Company City: Cape Town

Director: Ian Gabriel

Producer: Leanne Sanders

D.O.P: Rory O'Grady

Art Director: Wendy Fredriksson

Agency: M&Saatchi Abel

Agency City: Cape Town

E.C.D: Ashley Bacon

C.D: Matthew Blitz

Art director: Patrick Pearson

Agency Producer: Ronwin Bailey

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