CITY OF CAPE TOWN | DIABETES AWARENESS CAMPAIGN
The Western Cape has the highest levels of obesity and diabetes in South Africa. We were briefed by The City of Cape Town to create an awareness campaign for diabetes and the health risks involved, speaking to the lower income audience (who consume a lot of sugary food and drinks often because it’s cheaper and more accessible). We knew we had an awareness PLUS education job to do: show the link between sugary food and drinks, and obesity and diabetes. However on the list of priorities for this market, family and children were at the top. Health was not considered a priority at all. We realised we had to remind them that their family and their own health are inextricably interlinked. You can’t look after your family if you don’t look after yourself first. With this insight, we created three sugar stories all summed up in a visually arresting art direction style. The stories, born out of the typical socio-economic issues in the lower income groups, showed how we worry about our family and yet we should be worrying about our own bad health habits which can be as damaging. We wrote emotive, longer-length stories about people affected by diabetes that would go into leaflets (“Sweet Stories”) and be handed out at taxi ranks for people to read on their commute home.
Art Director: Yumna Sadan
CATMOR | RELAUNCH PRINT
We were asked to re-design the Catmor packaging - to make it more premium and create a supporting campaign that would make Catmor stand out from competing brands like Whiskas and Pampers. I loved the elegant silver Grant Seller (my art director at the time) chose for the new packaging. To talk to cat owners, we used, well, cats. We came up with the idea of normally frigid felines confessing their love for their owners, all because they were now being fed the new, more meaty Catmor.
Art Director: Grant Seller
SALVATION ARMY | TACTICAL PRINT
To highlight the plight of the homeless, we placed Salvation Army ads in the Lew Geffen Sotheby’s property section in the Sunday Times amongst multi million rand homes. We parodied property ads that use colourful language to sell the features of a home, but twisted it to “sell” the places where homeless people live and sleep, with the line “Some people aren’t house hunting, they just need shelter”. Although the copy was humorous, the ads were intended to be hard hitting and stir people into donating R25 via SMS to the Salvation Army, an organisation that gets people off the streets and into shelters. The campaign had zero budget, Lew Geffen kindly donated the space, and there was no advertising or PR spend, yet we managed to raise just under R30 000 over three weekends and got a few mentions on Twitter praising the cleverness of the placement of the ads.
Art Director: Bethea Polatinsky
PURITY | MANIFESTO
I was asked to write the Purity Manifesto for the launch of their new strategy - A Journey of a Lifetime. Purity has acquired Elizabeth Anne’s and so their product range, in addition to their famous baby food, now also includes toiletries. Purity’s pay off line is “It all begins with Purity” and the brand’s purpose is to help and support parents every step of the way. The manifesto is the North Star for all communication and marketing material so it had to express the brand’s heritage but also its understanding and empathy for becoming a new parent, which is both exciting and terrifying.
BRICKFIELDS CRAFT BEER | LAUNCH CAMPAIGN
In 2014 a new Craft Beer was launched. Brickfields, brewed in Newtown, was named after the area’s original name during the gold mining days of early Johannesburg. We were inspired by the miners and labourers who helped build The City of Gold. I wrote the manifesto which paid tribute to them and recognised the hardships these first Joburgers faced. Cheers to the brickmakers, ama washas, hawkers and miners who gave Johannesburg its grit and its soul.
We named the Pale Ale, Lager and India Pale Ale after the original landmarks in Brickfields (today named Newtown).
