More than 23 years after the arrival of democracy, South Africans still confront deeply ingrained negative stereotypes on a daily basis. We saw an opportunity to connect the global #untaggable launch campaign to a powerful local insight: Our shared frustration with being put in #boxes.

We decided to celebrate: Thando Hopa, an inspiring young black woman with albinism, whose visual identity, and multiple identities as a lawyer, model, actress, and activist for albino-related rights, had seen her defy convention and easy labels at every turn.

We built our social film around a series of art-installation like sets, taking people through two calculated misdirects - Thando's blonde hair and blue eyes - before revealing her and celebrating her many accomplishments.

The #untaggabble Thando Hopa was active from 25 February to 27 March.

Four Facebook video posts and three Instagram video posts formed the majority of the campaign, with a total expenditure on Facebook of R84 513 ($6432) to promote 4 video posts, and R78 916 on Instagram ($6006) to promote 3 video posts.

Audi’s brave piece social advocacy has been celebrated across South African social media, winning them exceptional PR and a place in the hearts & minds of forward-thinking South Africans.

Our video was viewed 513 117 times on Facebook, with 517 913 engagements, 363 shares and 142 comments. On Instagram, we reached 360 573 views, with 360 172 engagements, 6318 likes, and 211 comments. (Total views 873 690; total engagements 878 085)

Our intensely topical extended well into PR, where it garnered an additional R5 717 918 in earned media.

Our feedback was overwhelmingly positive – with multiple comments calling out the brave, unconventional and pioneering nature of the work. Not only had we successfully communicated the #untaggable message, we’d used a rare local opportunity to re-introduce ourselves to our market, and left them with a strong impression of our brand, and our newest model.