Creative Restart 2024: Mike Martin - Finding a way around “no”

Ideas that are good for business and good for the world that we live in, are what I’m passionate about.
Some ideas take a year to make, some take 8 years. I want to share two projects that best illustrate this and why it is never good to stop at “no”.

1. FINDING A WAYAROUND
15 June 2024
FINDING A WAYAROUND
20 June 2024

2. OGILVY

3. OGILVY

4. OGILVY

5. ADVERTISING JOURNEY

6. “EVERYBODY SHOULD HAVE ACCESS TO
EDUCATION, FOOD, ELECTRICITY AND CLEAN WATER.”
NELSON MANDELA 1994

7. 55% LIVING BELOW
THE POVERTY LINE

8. 46% OF OUR YOUTH
UNEMPLOYED

9. ELECTRICITY BLACK OUTS (LOADSHEDDING)
UP TO FOUR TIMES A DAY

10. SEVERE WATER
SHORTAGES

11. A COUNTRY DEEPLY EFFECTED
BY CORRUPTION

12. GOOD FOR BUSINESS
GOOD FOR THE WORLD WE LIVE IN

13. OGILVY
13
&PASSIONVISION

14. FINDING A WAYAROUND
15 June 2024
FINDING A WAYAROUND
20 June 2024

15. OGILVY
15“NO“IS A POWERFULWORD
It has to be one of the shortest words in the dictionary.
Only one syllable, it rolls off the tongue so easily––more
easily for some than others––yet it carries such weight
whenever we hear it.

16. OGILVY
16
WE HEAR IT DAILY.UP TO 400 TIMES A DAY IF YOU ARE A TODDLER OR A PUPPY.

17. OGILVY
17“ NOTHING GOOD EVERCOMES EASY “

18. OGILVY
18
THESE ARE TWO PROJECTS WHERE”NO” PLAYED AN IMPORTANT ROLEIN THE OUTCOME

19. OGILVY
19”NO” IS APOWERFUL WORD

21. 8 YEARS OF HURDLES

24. IT ALL STARTED WITH AN INTRINSIC BRIEF 3 YEARS AGO :
TO COMMUNICATE CASTLE LAGER’S
100% HOMEGROWN INGREDIENTS

34. BUT WE KNEW IT HAD TO BE BREAD
HISTORICALLY BREAD IS AT THE CENTER
OF COMMUNITY LIVING

42. WE REACHED OUT TO POTENTIAL PARTNERS AROUND SOUTH AFRICA

57. SOCIETAL IMPACTBRAND IMPACTENVIRONMENTAL IMPACT
+6.4% SALES
21.3% AFFINITY
+200 000 TONNES
WASTE MATERIAL USED
+ 1 MILLION PEOPLE
TO BE FED

60. WHITE LABEL THE FLOUR RECIPE
FOR OTHER BRANDS IN AB INBEV AND COMPETITION

67. 5 YEARS OF HURDLES

68. OGILVY
68DO YOU KNOW WHAT THE HAIRCUT MEANS?
THE NELSON MANDELA FOUNDATION
DOES NOT ALIGN ITSELF WITH BRANDS.
A SERIES OF NO’S

69. OGILVY
6918 MONTHS OF NO
CANNOT MAKE PROFIT FROM THE CAMPAIGN.
ALL DONATIONS NEED TO GO TO THE NELSON
MANDELA FOUNDATION.
A SERIES OF NO’S

70. OGILVY
70SIGN OFF FROM ALL THE FAMILY MEMBERS
ANOTHER 6 MONTHS
A SERIES OF NO’S

71. OGILVY
71THE PRODUCT
THE PROJECT NEEDED THE BRANDED CLIPPERS FOR THE
DONATIONS ASPECT AND WE HAD TO CONVINCE MANY
STAKEHOLDERS AT PHILPS GLOBAL.
A SERIES OF NO’S

73. OGILVY
73YOU CAN’T PAY THE PEOPLE IN THE CAMPAIGN
THEY NEEDED TO DONATE THEIR USEAGE
RIGHTS OF THEIR IMAGES TO THE CAMPAIGN
A SERIES OF NO’S

75. WE CAN’T
A SERIES OF NO’S
PAY INFLUENCERS

76. OGILVY
76CAN’T AFFORD THE MANDELA FAMILY VOICE OVER FEES
A SERIES OF NO’S

79. OGILVY
79KEEP PUSHING PAST YOUR NEXT “NO“.

80. OGILVY
80ANO. DIKY.