An interesting device used by Draftfcb Cape Town for this ad for Die Burger. More info:
Draftfcb Cape Town âShaiksâ things up in the Mother City with this proactive piece it developed for Die Burger recently to emphasise the newspaperâs pay-off line, âPraat Saamâ, which loosely translates as âjoin the conversationâ.
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: âIn or Out?â
âThis tongue-in-cheek way of drawing attention to Shaikâs prison antics â heâs been incarcerated, released on medical parole, rearrested for assault and released again â has been loved by the people of Cape Town,â said one of the Creative Directors on the piece, Aaron Harris. âThereâs been a lot of hooting and laughing as people pass the strategically placed ads.
âAt the same time, however, the treatment challenges readers to form their own opinion, backed by the insights they have gleaned from Die Burgerâs superior quality journalism. So, does he deserve special treatment? Was he framed? As Cape Townâs âinformation partnerâ, Die Burger is a reliable source of honest and unbiased fact, giving its readersâ the input they need to decide for themselves.â
Draftfcb Cape Town has a history of doing thought-provoking work for Die Burger using breaking news stories as inspiration. Examples include âTitanicâ, which addressed piracy off the coast of Africa, âDavid & Goliathâ, which looked at conflict in Palestine and the Gaza strip, and âIwo Jimaâ and âSoldaatâ, which won accolades at the Epica Awards, one of Europeâs premier creative awards, a few years ago.
Executive Creative Director – Francois de Villiers; Creative Directors – Doug Larter and Aaron Harris; Art Director – Riaan van Wyk and Copywriter – Andre de Wet