An interesting device used by Draftfcb Cape Town for this ad for Die Burger. More info:
Draftfcb Cape Town ‘Shaiks’ things up in the Mother City with this proactive piece it developed for Die Burger recently to emphasise the newspaper’s pay-off line, ‘Praat Saam’, which loosely translates as ‘join the conversation’.
Posters of convicted fraudster, Schabir Shaik, who has been in and out of jail a number of times, were placed behind and in front of railings around Cape Town. The headline asks: ‘In or Out?’
“This tongue-in-cheek way of drawing attention to Shaik’s prison antics – he’s been incarcerated, released on medical parole, rearrested for assault and released again – has been loved by the people of Cape Town,” said one of the Creative Directors on the piece, Aaron Harris. “There’s been a lot of hooting and laughing as people pass the strategically placed ads.
“At the same time, however, the treatment challenges readers to form their own opinion, backed by the insights they have gleaned from Die Burger’s superior quality journalism. So, does he deserve special treatment? Was he framed? As Cape Town’s ‘information partner’, Die Burger is a reliable source of honest and unbiased fact, giving its readers’ the input they need to decide for themselves.”
Draftfcb Cape Town has a history of doing thought-provoking work for Die Burger using breaking news stories as inspiration. Examples include ‘Titanic’, which addressed piracy off the coast of Africa, ‘David & Goliath’, which looked at conflict in Palestine and the Gaza strip, and ‘Iwo Jima’ and ‘Soldaat’, which won accolades at the Epica Awards, one of Europe’s premier creative awards, a few years ago.
Credits:
Executive Creative Director – Francois de Villiers; Creative Directors – Doug Larter and Aaron Harris; Art Director – Riaan van Wyk and Copywriter – Andre de Wet
11 Comments
Unfortunately this has been done quite a few times before. Here’s one of them.
http://www.adrants.com/2006/11/amnesty-international-puts-human-rights.php
Thanks Vincent, I do however think this one’s got a very different message to the one you mentioned. If you start analyzing ideas the way you do, you’ll find that there are NO original ideas out there.
peter@draftfcb
Thanks Peter, but i have to agree with Vincent. Same idea, done not once but a hundred times before. If we start analyzing ideas the way you do we’d be living in a world of recycled ads, hang on…….
But seriously, credits to the creative team. Its not fresh but its still pretty rad.
Didn’t “rad” go out with the seventies?
Agree with Vincent and dcock. The mechanic of the bars make the ad. Without it, it’s pretty bland. Still an interesting idea, just not original.
Also, this has the distinct taste of a last minute Loeries scam ad? Or am I being too cynical (it is that time of the year after all…)?
haha, agency guy!
spot on
Agency Guy said it well.
However, the idea does get a thumbs up from me because Shaik is that much of a doos.
Rad is back baby.
In 30 years time everyone will be saying “sick” to describe the rehashed version of The Zimbabwean.
dcock and agency guy I’d love to see some of your work. Is there a website where I can check it out? We need more “fresh” thinkers like you in this industry!
Guys – we’re going to close this thread if is devolves in to a personal battle. Feel free to send your work in to submissions@10and5.com