Last but not least: Living and advertising in South Africa
In South Africa, five pedestrians die every night on their way home from the bar. Once again, the creative industry is helping to save lives.
South Africa's poorly lit townships are a dangerous place for pedestrians at night. They are overlooked and hit by drivers. Edward Snell, one of South Africa's largest wine and spirits retailers, no longer wanted to see its best customers - evening bar and restaurant visitors - exposed to unnecessary danger and commissioned the Y&R agency to find a solution. The result: the "Reflector Protector". Useful, simple and right at the heart of the target group. In any case, beer mats always invite close scrutiny during social gatherings.
The South African in question has a flip side that saves lives. The removable reflector can be stuck onto clothing, reducing the risk of accidents by 85 percent. The advertising material ends up exactly where it is needed. And, incidentally, the customer's image is polished to a high gloss. If everyone is happy (and alive...) at the end of the day, you can say: campaign a success. (hae)
