Woolies winter campaign boosts 2010 confidence

As the introduction to the 20-page fashion brochure puts it, “As South Africa prepares to take centre stage in 2010, it is time for us to remember how great our nation is and what incredible things we can do when we put our minds, our talents and our passion to it. When we believe in ourselves, when we believe in each other, anything is possible.”

The campaign is an extension of Woolworths successful ‘real people' campaign and features such well-known South Africans as Paralympics champion Oscar Pistorius, soccer legend Lucas Radebe, talk show host Roxy Morosa, former Miss South Africa Joan Madibeng, actresses Peggy-Sue Khumalo, Connie Ferguson, Jenna Dover and Leeanda Reddy, musicians the Bala Brothers and Zonke Dikana, and magazine editor Karen Roos, among others.

“Our ‘real people' campaign has always featured people who have not only achieved great things, but people who embody all the values Woolworths stands for,” explains Woolworths head of brand communications: clothing, Shaheda Sayed.

Woolworth's head of marketing, Charmaine Huet adds, “These are all individuals who have used their talents, skills and strength of mind to get to the top of their chosen fields. Every one of them is a great inspiration for all South Africans.

“We also felt very strongly that it was time for a positive campaign that would help inspire, motivate and energize South Africans. There is so much that is good about this country and its people, and we have such great things to look forward to.”

The campaign was photographed by leading South African fashion photographer Gerda Genis against the backdrop of the Athlone Sports Stadium in Cape Town.