You may recall a post back at the start of April I wrote on the campaign to promote The Zimbabwean (a national newspaper not controlled by the local Government) that used real Zimbabwean currency becuase it was cheaper to use than buying in plain paper. The aim was to drive uptake in ex-pat readership so that the owners could susidise the cost of the paper in Zimbabwe (where a 55% luxury tax imposed upon it meant a daily copy was costing more than the average monthly take home salary of the population).
Still no public news on whether this has been acheived by the campaign but it has secured TBWA/Hunt/Lascaris/Johannesburg (the creative agency behind the idea) both the Gold and Grand Prix Lions in the Outdoor category at Cannes this year. I'm hoping, as a numbers freak, that the submission did include some fantastic results!
Either way, it looks like committing trillions of dollars to ad campaigns may be the answer to winning major awards after all.......
Bryan aka ThePersuader
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