Following the operational separation with UK-based Barclays PLC, Absa Banks new brand purpose was to bring its customers’ possibilities to life. The creative expression of this was ‘Africanacity’ – a word created to describe the distinctly African ability to find ways to get things done. ‘I Want to Make That’ was born from the need for Absa Corporate and Investment Banking (CIB) to re-establish itself in the C-suite audience market and to further entrench Absa’s new ‘Africanacity’ positioning. The challenge from the client was to do so in such a unique way that it would break the category mould and differentiate Absa CIB from its competitors.
As Africans, we know no limits, we challenge the expected and we always find a way to get things done. This is a story about the purity of the human spirit and our unbridled potential for creative, inspiring and innovative thought and action. We are innovators, entrepreneurs, visionaries, revolutionaries, humans. It speaks to the ingenuity that epitomises our continent. Above all, it is a uniquely African tale of how we face uniquely African challenges – and overcome them in a way that allows us to change the future through our all-encompassing spirit – Africanacity.