| 标题 | If You Won't Fly the Flag, Go Fly a Kite |
| 广告公司 |
Black River FC
|
| 广告战役 |
6 Colours to Stand By (2010)
|
| 广告主 |
BMW
|
| 品牌 |
MINI South Africa
|
| Posted | 8月 2012 |
| 行业领域 | 小型车
|
| 剧情简介 | MINI is a brand with a strong British heritage, but wanted to show their support of South Africa in the lead up to the 2010 FIFA World Cup. Unfortunately locals were cynical and pessimistic about our country’s ability to host a successful global event. We came up with a campaign called 6 Colours to Stand By, which was about uniting South Africans ahead of the FIFA World Cup. |
| 哲学 | We introduced MINI mirror caps made of fabric, and emblazoned with the national flag. Our aim was to get the flag onto every car in South Africa. They were easily attached to any make of car. MINI distributed these to their dealerships, where they were given away for free to anyone, driving any car. As a first of its kind in South Africa, these small, mobile flags were a constant reminder to South Africans of their patriotism and love for this country. Our print and outdoor executions reinforced our idea of rallying behind the flag. The message was that MINI was actually South African. And proud to fly the flag. |
| 问题
| The World Cup was coming to South Africa for the first time. The country received negative publicity abroad. In the UK, Germany and Australia, reports flooded the newspapers warning of rape, crime and general mayhem in “darkest Africa”. The mood in South Africa wasn’t much better with most locals also bogged down by pessimism. MINI was determined to change this. |
| 结果 | We produced 9000 MINI mirror caps to launch. Within 3 days of flighting the first print ad, all 9000 were snapped up at dealerships around the country. We produced more immediately. And in just over 4 weeks, 3,300,000 cars across South Africa sported the flag-branded caps. Anyone visiting the country for the World Cup would have seen the MINI mirror caps. Most importantly, the apathetic, pessimistic mood shifted to one of positivity, pride and celebration. In one of the rare moments since democracy in 1994, the nation rallied together and celebrated how far we’d come. |
| 媒体类别 |
Billboard
|
| 执行创意总监 |
Ahmed Tilly
|
| 战略企划 |
Ahmed Tilly
|
| 战略企划 |
Jonathan Nienaber
|
| 文案 |
Avish Gordhan
|
| Typography |
Claus Hoffmann
|
| 创意总监 |
Ahmed Tilly
|
| 客户主管 |
Maxine Merckel
|
| Graphic Designer |
Jono Garrett
|
| 美术指导 |
Mandie van der Merwe
|
