To mark Angola's 41st independence anniversary, Unitel launched the "Um por Todos, Todos por Angola" campaign, highlighting its social responsibility and ties to Angolan society. We developed the campaign featuring five Angolans, exemplifying unity and resilience. Filmed in Luanda and Huambo, with music by Anselmo Ralph, the campaign reinforced Unitel's commitment to technological progress and community well-being.
Unitel: Um por todos, todos por Angola
Client.
Unitel
Bringing purpose to businesses.
Advertising.
Communication Strategy.
Film & Motion.
Telecom.
Real stories that celebrate Angola’s independence and inspire the next generation.
Challenge.
In celebration of Angola's 41st anniversary of independence, Unitel wanted to show a lesser-known side of its corporate identity. As a brand parallel with the country's modernisation and progress, Unitel became a love brand for Angolans, providing access to world-class technology and telecommunications services. The goal was to create an institutional campaign that would pay tribute to the spirit of independence, unity, and selflessness that had helped Angola overcome the challenges, especially of its post-war era.
Insight.
To mark this important milestone, we considered it essential to highlight Unitel's social commitment and the deep ties it had built with Angolan society.
We wanted Unitel to move beyond its success in the business sphere and showcase its corporate social responsibility. The campaign needed to reveal the company's dedication to supporting communities nationwide by sharing real stories of Angolans who exemplified unity, solidarity, and service to others. This would not only reflect the essence of independence but also inspire the next generation of Angolans.
Concept.
We developed the campaign concept "Um por Todos, Todos por Angola" ("One for All, All for Angola"), focusing on five Angolans whose life stories symbolised selflessness and dedication to helping others. Through their actions, these individuals became role models for their communities, embodying the values of unity and perseverance central to Angola's journey since its independence.
Campaign.
The five institutional films, shot in Luanda and Huambo, showcased the lives and work of these inspirational figures - Ntumba Camunga, José Domingos, Alexandra Lima, Cióna Casimiro Júnior and Sónia Ferreira. Each story was carefully selected to highlight themes of overcoming adversity, community support, and the strength found in collective action. The films were also musically enhanced by Angolan singer Anselmo Ralph, adding an emotional layer to the campaign.
Each story was carefully selected to highlight themes of overcoming adversity, community support, and the strength found in collective action.
Impact.
By sharing these five inspirational stories, Unitel showcased its commitment to not only providing telecommunications services but also profoundly investing in the social fabric of Angola. The campaign resonated strongly with the public, reinforcing Unitel's image as a brand that stands for progress, solidarity, and hope for a better future for all Angolan
The campaign resonated strongly with the public, reinforcing Unitel's image as a brand that stands for progress, solidarity, and hope.
