Love To Meet You
Issue 21 | December 2011
Agency
Fox P2
Creative Team
Justin Gomes, Andrew Whitehouse, Ryan Brkhuizen, Simon Lotze Mimi Cooper, Gavin Williams, Michael Lees-Rolfe
Production Team
Robin Goode, Katherine Tripp, Laura Sampson, Anthony Lee Martin, Deliverance, We Love Jam Cape Town, Sacha Waldman, Gloo Digital Design, Condor Cape Town, The Workroom
Date
2011
Background
South Africa has one of the highest alcohol-related road accident rates in the world.
Brandhouse, a major distributor of alcohol brands in South Africa, set out to warn against drinking and driving with its Drive Dry Initiative. FoxP2 was briefed to create a campaign targeted at male drivers who are statistically more likely to drive drunk.
Idea
Research showed that confronting the target market with gory accident scenes had little impact so the agency knew they had to try a different approach, one that tapped into every male South African's deepest fear - the fear of arrest and getting to know the inmates in one of the country's notorious jails intimately.
The campaign consisted of a TVC and radio, outdoor and digital executions, which confronted male consumers with the lonely inmates of South Africa’s prisons who couldn’t wait to meet them.
Results
The campaign ignited a public debate in South Africa, generating R14 million in earned media and free PR on a R3 million budget. It also received endorsements from the Western Cape Minister for Transport and the Transportation Safety Organisation.
Our Thoughts
Frighteningly, disturbingly, palpable. Reminiscent of Saatchi & Saatchi Sydney’s drink driving campaign featuring notorious ex-con Chopper Read (Cannes, 2001), this campaign pushes the fear more personally and menacingly into the recesses of your mind. Brilliant performances and superb craft round this out to near perfection.
The cleverest part of all is online, when guys, going to thunda.com clicked on the photos of themselves and saw themselves embedded in a shirt vid as the love-object of some scarred con in jail. Very scary.