Roots255 takes Tanzanian advertising to greater heights


Behind Scenes 100pc TZ Flaza advert
Tanzania’s leading Advertising agency, Roots255, was a finalist in the Loeries Advertising Awards 2013 which were held on Sunday 22 September in Cape Town. The Agency had submitted a TV commercial for Kilimanjaro Premium Larger in the Africa & Middle East - TV, Film & Video Communication Category, which is open to African agencies outside of South Africa. As a finalist Roots255 was ranked alongside only four other television finalists from across Africa. This achievement marks the first time a Tanzanian Advertising Agency has been recognised at such an exceptionally high standard at the Loeries, which are Africa's premier advertising awards.
“We are immensely proud of the recognition of Roots255’s passion, effort and skill as a Tanzanian advertising agency which comes with the nomination as a finalist by the Loeries Advertising Awards. After just seven years in Tanzania, Roots255 has grown tremendously as an African advertising agency. Recognition from an international judging panel of world renowned experts made the nomination even more significant for us; especially because we produced a locally relevant and authentic television commercial for one of the country’s leading brands.” said Ulric Charteris Roots255’s founder and Group CCO of Roots255.

Roots255 submitted the Kilimanjaro Premium Lager advert entitled ‘Great Save’ as an entrant in the Africa & Middle East - TV, Film & Video Communication section of the Loeries Advertising Awards 2013. The advert was part of Kilimanjaro Premium Lager’s‘100% TZ Flava’ campaign, which was designed to inspire Tanzanians to celebrate all things local.
Wayne Banks, Roots255’s Creative Director, led the team that conceptualised the ‘Great Save’ TV advert for Kilimanjaro Premium Lager. The team that included Art Director, Jonah Kachecheba and Copywriter, Abdulwahid Sykes helped bring out the unique nuances of Tanzanian culture that the client wished to highlight. Banks pointed out that there was an incredible amount of creative skill in Tanzania, which Roots255 tapped into and combined with its broad industry experience to achieve outstanding results and recognition. Banks was describing the experience of working with Tanzanian creatives at Roots255 in creating a successful locally relevant campaign, one that has now received international recognition.
“The Kilimanjaro Premium Lager ‘100% TZ Flava’ campaign registered great success in Tanzania because it resonated with our consumers across the country. That the ‘Great Save’ television advert, produced only in kiSwahili, has received such high international praise highlights the Agency’s deep understanding of Tanzania and her culture. This achievement only underscores our satisfaction with the quality of work that Roots255 has provided us with over the years,“ commented George Kavishe, Kilimanjaro Premium Larger Brand Manager.
Roots255 is the advertising arm of African Brand Central, an African communications network that includes The Works who handle Event Management, Film, Radio and Print Production; Hotwire which provides Public Relations services; and MediaLink the Group’s media buying agency.

“It is particularly satisfying that Roots255 has received the Loeries recognition for a job featuring one of our first clients, Kilimanjaro Premium Lager. We were proud that we got it right for this communications work in terms of speaking authentically to the Tanzanian market,” said Roots255’s MD Denise Rosiello. “We could only have achieved this milestone through the collective efforts of our highly skilled Tanzanian creatives. We are quite excited that we are involved with putting the best of Tanzanian advertising skills on the African and Global map.”
The Lories are considered Africa’s most prestigious advertising and brand communication awards. Recognition at the awards has positive results not only for a creative agency, but for their clients as well.  The awards were judged by over 140 local and international experts in their fields, including four international jury chairmen from Hamburg, Sydney, Kansas City and Antwerp, as well as regional judges from Dubai and Kenya.

About Roots255
Roots255 opened their doors on the 1st of August 2006, purely as an Above-the-Line advertising agency. Shortly afterwards they were awarded the Kilimanjaro Premium Lager account by Tanzania Breweries Limited. In the following six years Roots255 has grown from six to thirty-three staff and have since become one of Tanzania’s largest advertising agencies with 90% of their clients being the leaders in their respective sectors. Roots255 also services clients in Botswana, Uganda, Ghana and Zambia.
To provide complete 360°marketing solutions for their clients Roots255 has sister companies, The Works and Hotwire. The Works handles Event Management, Film, Radio and Print Production as well as owning the Indoor Sports Arena in Dar es Salaam; while Hotwire deals with Public Relations, Public Affairs and public engagement via social media.
Roots255’s CCO and founder, Ulric Charteris, has won top international industry awards, including Cannes Lions in France, Clios and the One Show awards in the United States. Meanwhile in the South African market he has also won two Grand Prix and a host of Gold, Silver and Bronze awards in South Africa's top award ceremonies such as the Loeries.
Denise Rosiello is Roots255’s Managing Director; she comes with over 17 years marketing and communications industry experience. She has spent ten years with Scangroup in Kenya and four years in Tanzania in the accounts management field. Denise has successfully completed projects for leading brands which include; Coca Cola, Zantel, Twiga Cement, Toyota Kenya, Konica Minolta, Motorola and Samsung. Through this experience she has gained a thorough understanding of the market and the operating environment in East Africa.