OUR "NIGHT DRIVE MOVIE CAMPAIGN" HITS BBC NEWS AND FRONT PAGES OF LEADING NEWS PAPERS

Integrated campaign i developed at 1984 for our clients Indigenous Films and The Film Factory with my 2 colleagues James Yeats Smith and Mark Haefele. This campaign won 2 Gold Loerie Awards (Africa's top advertising festival). Please watch the case study video above.

The brief:

Develop a low cost campaign for the South African horror film, Night Drive to appeal to a 18-25 year old male audience. Communicating the central theme of the film; the gruesome murder of civilians for African witchcraft related rituals, provoke debate and intrigue around the cultural dynamics at work in the film and in the country.

Solution:

Basing our campaign on the film’s theme of ‘Muti Murders’ – A South African term that refers to the gruesome killing of civilians for their body parts, we developed a low cost solution that promoted the film by illuminating a real issue in the country and stimulated national debate around a topic that is ordinarily considered too sensitive to discuss in public.