Brands of Origin

Resonant History and Heritage

For Art Directors and Copywriters there are conceptual opportunities to explore for imaginative ideas of how the heritage of a particular product or brand can be perceived, culturally interpreted and its national characteristics socially valued by consumers.

The Oxford Dictionary definition of Heritage is; ‘Objects, structures, recorded history of valued significance and qualities such as cultural traditions that have been passed down from previous generations’.

Every Brand Has A History

For many brands of origin their history forms an integral part of the brand’s persona and identity, like Scotch whisky for example.

There are oppportuiites for brands to not only reflect their heritage but also to appropriate existing and historic characters, real and fictional, and make them their own to spark familiarity and interest, from which the brand can then create something entirely new.

Stories about national and cultural pride, whimsical reflection, pathos, history, idiosyncrasies and humorous analogies abound with creative potential.

A Question of Focus

However, though it might be tempting to make the brand the big hero of a story, it rarely works. A story is far less effective when focused solely on the historical heritage of a brand wihout a human insight of its perceived societal value and relevance and the cultural emotion attached to that heritage.

In other words, if the story is exclusively focused on the brand, there’s vey little likelihood it will resonate effectively.

The Story of Papa Wemba

Shortly after The Democratic Republic of the Congo became independent, the country was renamed Zaire and a strict non-Western dress code was implemented.

Papa Wemba, also known as ‘The King of Rumba Rock” and one of the most popular singers and musicians at the time in Africa, wanted to challenge the status quo visually.

He became the leader of the ‘Sape’ (Society of Ambiance-ists and People of Elegance), and whose members, the ‘Sapeurs’, were known for their elegant style of dress. He popularised the ‘Sape’ look and style through his musical group ‘Viva La Musica’ with whom he performed on stages throughout the world and is quoted as saying; “White people invented the clothes, but we make an art of it”.

The Sapeur Code

The Sapeur cult however, isn’t just about elegantly dressed working-class men parading their freedom of expression, it also promotes high standards of personal cleanliness, hygiene and a strict code of behaving like a gentleman to a whole generation of youth across Zaire and the neighbouring Republic of Congo. Guinness raises a glass of their finest to their high moral values, character and integrity.

The panther also visits an Indian palace filled with Cartier’s famous animal jewelry pieces, before coming home to supermodel Shalom Harlow at the Grand Palais in Paris, the birthplace of Cartier.

The film was shown at 800 UK cinema screenings, and on television in 12 countries around the globe receiving much acclaim for its spectacular visual appeal.