How a purpose-led campaign became a gold-standard result.
We’re proud to announce that we took home a Gold trophy at the 2024 MMA Smarties Awards for our work on the 2023 Wimpy Slipper Day campaign, in support of Reach For A Dream.
This campaign was all about raising awareness and funds for charity. Every year, South Africans are encouraged to buy a Slipper Day sticker in support of Reach For A Dream, wear their slippers with pride, and help fund dreams for children facing life-threatening illnesses. In 2023, we were tasked with taking this national campaign to the next level, making it bigger, more personal and more impactful than ever before.
And that’s exactly the type of challenge we thrive on.
We don’t believe in one-size-fits-all marketing. We believe in connecting smart, insight-led creativity with the power technology to create hyperlocal relevance. That means building work that resonates in every suburb, on every main street, and in every Wimpy across the country, because that’s where the magic of Slipper Day really happens.
Working alongside our client partners at Wimpy and our media partners at The MediaShop, we rolled out a campaign with purpose at its core. Every touchpoint was designed to feel meaningful, from in-store communications, to personalised CRM messaging, to above-the-line and even locality-based marketing.
And it worked. In just 4 weeks the Step into my Slippers campaign raised R7.5m, helping fulfil the dreams of thousands of children fighting life-threatening illnesses.It also delivered a measurable boost in brand sentiment, store engagement and community participation — proving once again that performance and purpose can go hand in hand.
This award is more than just a win. It’s a reflection of the kind of work we want to keep doing: creativity that connects, strategy based on insights, and results that mean something in the real world. We’re especially proud to be recognised in the Social Impact Marketing category. Because while we love a big idea, we love it even more when it makes a difference.
Thank you to our partners at Wimpy and Reach For A Dream, MMA SA, and everyone who helped bring this campaign to life. This one’s for the dreamers. The doers. And the kids who remind us why this work matters.