South Africa, May 13 -- According to Marees Bostander, head of brand and sponsorship at Liberty, the shift is about acknowledging the imperfect, often contradictory nature of human lives.

"This idea aims to tell people that it's okay and completely normal not to be perfect. We wanted to challenge the notion that perfection is the goal. Instead, we embrace life's imperfections and show people that we hear you, we see you, and we include you."

Happy Friday 4 Feb 2025

The campaign will be brought to life through radio, TV, and out-of-home executions, each capturing the everyday contradictions of being human. From a man using his treadmill to hang laundry, to friends who spend more time catching up than keeping time on a morning run, the t...