For the past 37 years, the most well known advert in South Africa is "It's not inside, it's on top" - so much so that it has remained part of our national vocabulary. Academics and marketers agree that it is one of South Africa's most iconic and resilient ads.

Although it was remade in 1998 to reflect the changed South Africa of the time, we decided to remake the classic to be more reflective of 2021 - for a more progressive South Africa.

We represented people from all of our communities and walks of life for a more inclusive and diverse celebration of who we are. #EveryonesIncluded.

We used the original script from 1987 as a template and did 5 inclusive executions.

The campaign was a resounding success, keeping the brand top of mind and in the hearts of South Africans. There was a much larger social and behind-the-scenes aspect to the campaign, which is still going strong.