South African retail giant, Woolworths, is celebrating the surge of hope and unity created by the country’s most recent ground-breaking moments of victory, with the launch of its latest television commercial (TVC) titled All the Feels – a creative platform positioned to create feelings of unity, pride and positivity in South Africa.

The campaign brings together 23 extraordinary South Africans who share and celebrate moments of excellence, energy, joy and each other’s unique traits. Including businesswoman and author, Basetsana Khumalo; Miss Universe, Zozibini Tunzi; and world rugby player of the year, Pieter Steph Du Toit, the stars feature in the brand’s latest TVC wearing the Woolworths Autmn/Winter 2020 collection. As a key anchor of the campaign, Woolworths has also collaborated with the Ndlovu Youth Choir to release a #AlltheFeels song, entitled ‘Believe’ with fun and inspiring dance moves , prefect for your TikTok and Instagram stories.

“As South Africans, we are inherently optimistic and seek out those that inspire us to be greater. The intent behind our #AlltheFeels creative concept is to make all South Africans feel that they are part of something that has the power to inspire others. We wanted to remind everyone of what is special and unique in our country: the extraordinary talent, the driving ambition, the deep sense of community and that anything is possible if we believe,” says Shaheda Sayed, Head of Brand Communications: Fashion, Beauty & Home.

The star-studded cast also includes Thebe Magugu, Lady Skollie, Celeste Ntuli, Lebohang Monyatsi, Caitlin Rooskrantz, Rich Mnisi, Rolanda Marais, Tashmia Ismail, Bee Diamondhead, Elle Rose van der Burg, and model Nontobeko Mbuyaz. 

“We’ve specifically partnered with some inspirational people and South African champions that personify courage, optimism and hope. It is with this in mind, that All the Feels was born. It’s more than a campaign, it’s a movement,” explains Sayed. “Our approach to how we produced this campaign was also very different. We first engaged with each member of the cast to get their feedback and input, as we wanted them to feel a natural part of the campaign, believe in it and to continue to be champions of this spirit,” she adds. 

When asked about the creative platform, Woolworths creative director, Michael Carter shared that, “Woolworths uses the platform #AlltheFeels to demonstrate how good feelings are contagious; that is, excellence, energy and joy are shared and spread, creating a connecting swell of upliftment. This spirit is brought to life through a campaign that shows every day South Africans doing exceptional things, uniting through music and dance”.

Woolworths is also expanding the concept of All the Feels into specific seasonal product, with two T-shirt collections created with renowned South African designers, to be launched later this year. Details to be released closer to the time.