The transformative power of Creativity

Business Problem:

Sonangol, Angola’s National Oil Company, sought to strengthen its relationship with the Angolan population. Despite its mission to harness and enhance Angola’s energy resources, the company faced challenges in connecting with the communities it serves. Traditionally, Sonangol approached this issue during the Christmas season, among other initiatives, by distributing corporate agendas that reflected its vision, mission, and values. However, this approach failed to resonate deeply with the population, as it lacked a meaningful connection to cultural and social realities.

Consumer Problem:

Employees and the wider Angolan community felt disconnected from Sonangol, perceiving the company as socially irresponsible. Many communities and employees believe they are excluded from the benefits of resource exploration and feel detached from the company’s broader mission. The traditional agenda distribution initiative falls short of fostering a sense of empowerment or inclusion.

Insight:

Failing to integrate cultural values in national resource exploration can lead to cultural insensitivity and feelings of exploitation.

Solution:

There was a lack of social and historical information on Angola’s anthropological and ethnographical identity. This was an opportunity to demonstrate how it values and promotes the nation’s rich cultural diversity by developing an immersive study of the identity of the nation and sharing the results with society. This approach aimed to move beyond self-promotion as a corporation and instead focus on celebrating the people and traditions of Angola.

Consumer Goal:

Enhanced feeling of belonging and cultural pride, driving motivation levels and commitment upwards.

Business Goal:

Helped bridge the gap between the company and society, showcasing Sonangol's commitment to both its business and societal responsibilities. The project also fulfilled its initial task of delivering 5.000 corporate Christmas agendas.

Execution:

“Origens - The People of Angola” project was born. This innovative initiative celebrated Angola’s cultural heritage through a modern and engaging approach:

• A documentary was produced that captured the customs, dialects, and traditions of all Angolan ethnicities.

• The project was developed in collaboration with anthropologists, ethnographers, journalists, and an award-winning photographer to ensure authenticity and depth.

• A public photo/art exhibition was held at Sonangol’s headquarters, allowing access to all employees and guests.

• A deluxe limited-edition photograph box set featuring images from the exhibition was created alongside a film documentary.

• The documentation produced became part of Angola’s national school curriculum, ensuring long-term educational impact.

• Finally, 5,000 corporate agendas were distributed as gifts that reflected this cultural celebration.