Frytol And Sixth Sense Bring To Communities The Tales Of Ananse


Sixth Sense Manifesto, a brand management and PR agency has partnered Wilmar International, producers of the world’s most loved cooking oil Frytol, to bring to the doorstep of Ghanaian communities, the Tales of Ananse.

This is part of an effort to curb boredom and revive folktales as well as whip up interest in the concept and culture of storytelling during these ‘dumsor’ days.

This era of the ongoing load shedding as a result of the power crisis Ghana finds itself has compelled Sixth Sense and Frytol to visit dumsor-hit communities to embark on this campaign.

Fire is set around major gathering places of communities where residents are mobilised and gathered.

There is a story teller and a Queenmother with drummers and dancers in the language spoken and best understood by the communities with exciting stories told to the admiration of all.

Last weekend, the Frytol train was in Darkuman and gave residents something really great to cheer home about with children dancing and singing all night.

The Sixth Sense Frytol dumsor campaign is running for 12 days and communities yet to be reached only have to watch out for their train soon.

The initiative according to Margareta Naa Adoley Allotey, an Accounts Manager at Sixth Sense Manifesto, is promote the culture of Ghanaians as people used to know in the past where the elders always told stories to the younger generation and draw out lessons.

She revealed that they have illuminated branded pickup trucks driving through high footfall areas, and make a stop at locations to engage citizens with folktales, drumming and dancing.

“This campaign is mainly focusing on the ‘dumsor’ and getting people out of their houses when it is dark outside. The whole concept is based upon what our forefathers and grandparents used to do in telling stories that influenced the upbringing of children.

…..This computer age has led people to forget about their true Ghanaian cultures and traditions so we are doing this to bring back the folktale culture of Ghanaians,” Margareta Naa Adoley Allotey told ModernGhana in an interview.

Sixth Sense Manifesto is an experiential, below-the-line, brand management agency. We have been on the continent for 5 years and have had the privilege of working with some international companies for example Merck, IE Singapore, Vodafone, Diageo, IFC Saatchi and Saatchi – SA, and many others.

The agency has been contracted by its client Wilmar International to execute an activation, titled Tales of Ananse for their premium brand Frytol, cooking oil.

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