Playing out across Sub-Saharan Africa, ‘Actions Speak Louder Than Words’ will be supported with paid content for YouTube and Grant’s social channels.
The campaign is a progression of Grant’s global campaign ‘#IOU’ created and launched by FCB Inferno in 2014.
#IOU came from the insight that while men accept that success is rarely attained without the help of others, they struggle to vocalise their gratitude. #IOU provides men with the shorthand to express their gratitude without the need for awkward sentimentality.
Building on the success of the global #IOU campaign, Actions Speak Louder Than Words shows the breadth of the original campaign and captures the personality of a new wave of youthful, dynamic and optimistic Africa.
The film was directed by Jono Hall, produced by Darling and all shot in Johannesburg. Online content was created on location by the FCB Inferno team, to form part of a digital toolkit that will be supplied to markets to expand the reach of the campaign online.
Two of Africa’s top rappers M.anifest & HHP also teamed up for the track, ‘Jigah’, delivering a quintessential African Hip Hop sound infusing their Ghanaian and South African dialects.