copywriting portfolio
DESCRIPTION
A collection of projects from my 2nd and 3rd year at Vega, The Brand Communications School.TRANSCRIPT
henda scottcopywriting portfolio
2
3contents
toot & scoot
nando’s
whiskas
darksky.org
lawyers for human rights
mageu no 1
deco flooring
south african depression and anxiety group
5
9
13
17
23
29
37
41
4
Henda Scott, Stuart Sims and Conrad de KockHenda Scott and Stuart SimsHenda Scott
Concept:Copy:
Art Direction:
5toot & scoot
Increase awareness for Toot & Scoot, a new chauffeur service in South Africa.
The target audience is people who indulge in excessive drinking, yet are re-sponsible enough to know not to drive home.
People who can afford this service (it is quite expensive), aren’t always aware of all the benefits that distinguishes it from other chauffeur services.
This campaign is based on the fact that when you drink and drive, your chances of getting in a car accident are very high. Although cars have
certain safety features to ensure that injuries to the driver or passen-gers will be minimal, ideally accidents would be avoided altogether.To ensure your car’s safety features aren’t necessary, you should let
Toot-n-Scoot to drive you and your car home.
brief
insights
concept
6
radio television outdoor alternativeprint
toot & scoot
DPSCAR Magazine
7
radio television outdoor alternativeprint
toot & scoot
Print AdMen’s Health
Print AdFinancial Mail
8
9nando’s
Write a 30 second radio ad for any Nando’s product, service or promotion (existing or fictitious).
The campaign introduces a new delivery service run by Nando’s, called‘Hot Chicks on the Beach’.
This service will deliver Nando’s hot chicken exclusively to selected beaches in the Western Cape area during the month of December.
The campaign revolves around humourous scenarios that may occur when the ‘hot chicks’ that are advertised are thought to
be beautiful ladies instead of warm food.
brief
service
concept
10
print television outdoor alternative
nando’s
radio
Client: Nando’s MVO1: Pervert, but very geekyProduct: Hot Chicks on the Beach FVO1: Professional, with husky voiceTitle: Hot Line Duration: 30’’ MVO1: Hi (clears throat), um yeah, I heard you guys have um, hot chicks?
FVO1: (At the other end of phone line with a bit of static) Of course sir, we’ve got quite a selection of hot chicks available.
SFX: Porno music (saxophone) playing softly in the background.
MVO1: Swe-et (Low voice). Um, ok well tell me a bit more…
FVO1: Well certainly sir, what would you like to know?
MVO1: Like, what are they like?
FVO1: Honestly sir, they’re all really hot.
MVO1: Uh-huh, right, so how do I make my choice?
FVO1: That’s really up to you sir. Do you prefer hot breasts…?
MVO1: Oh yes (exhales).
FVO1: …hot thighs…?
MVO1: Hmmm
FVO1: Or maybe some hot wings?
SFX: Porno music suddenly stops.
MVO1: Sorry, wings?
ANNCR: Nando’s presents “Hot chicks on the beach”. Delivering our famous grilled peri-peri chicken to selected beaches this summer. To order your very own hot chick, phone oh eight six one H-O-T H-O-T
11
print television outdoor alternative
nando’s
radio
Client: Nando’s MVO1&MVO2: Arrogant jocksProduct: Hot Chicks on the Beach MVO3: Stupid jockTitle: The Man Duration: 30’’ SFX: Locker room of a sports team, showers.
MVO1: Dude, I heard Jason got some serious action with a hot chick on the beach last night.
SFX: Hoots and cheers
MVO3: No way man, really?
MVO2: Yup. Man it was amazing!
MVO3: Oh come on man, tell us about it… was it hot?
MVO2: So hot man, I was sweating for an hour afterwards.
SFX: Wolf whistling
MVO2: I’d wanted it for like a month and then bam! My moment of truth…
SFX: Noise fades and everyone is quiet.
MVO2: I was like, where do I start? So I nibbled a bit on a succulent breast…
MVO1: My boy!
MVO2: … then bit into an even hotter thigh…
MVO3: Woo-hoo. Dude, you’re the man!
MVO2: …and finished of with a nice, juicy drumstick…
MVO3: Wait, what?
ANNCR: Nando’s presents “Hot chicks on the beach”. Delivering our chicken to selected beaches ‘til 10PM this summer. To order your very own hot chick, phone oh eight six one H-O-T H-O-T
12
13whiskas weight management
Inform cat owners of the importance of a healthy diet for their pets and encour-age them to try Whiskas Weight Management, for overweight and inactive cats.
When you don’t look after your cats’ diet, they may gain weight.This will prohibit them from living a healthy life and doing things that cats normally do. A healthy cat is a happy cat, because it is able to
participate in all the activities that cats enjoy.
Showing the negative effects of feline obesity, by means of a cartoon about the life of amiserable fat cat , who is unable to live a healthy, happy life.
concept
message
objective
14
radio television outdoor alternativeprint
whiskas weight management
Oh right, YOU try�tting through there.
He doesn’t like it, hethinks he’s a person.
Just let him use the �ap.
Because a healthy catis a happy cat.
Please, the only thing I’m scared ofis that thing breaking under me.
Shame, he just staresat it. He must be scared
of heights.
Because a healthy catis a happy cat.
02
01
15
radio television outdoor alternativeprint
whiskas weight management
Because a healthy catis a happy cat.
Why is he chewingon my shirt?
Oh, he’s just kneading...He must be content.
The things I do tokeep from snacking... Ooh, hairball?
No, just steering clear ofprotein, carbs and fat.
Because a healthy catis a happy cat.
03
04
Drawings by: Robert Pirow
16
17darksky.org
Raise awareness for the impact that light pollution is having on the environment.Specifically raise awareness of the International Darksky Association.
Light pollution extremely easy to prevent.By simply switching off unnecessary lights at night, many of the effects of
light pollution can be minimised
Turning Sky glow (one of the effects of light pollution) into a fictitious product SKYGLOW.
The negative effects of light pollution is then communicated througha series of viral ads and an infomercial in a fun and entertaining way.
brief
message
concept
18
print radio outdoor alternative
darksky.org
television
MVO1:
FVO1:
MVO1:
MVO2:
MVO2:
MVO1:
Tired of those long magical night skies dotted with millions of stars? Introducing SKYGLOW! The plan-ets number one magic buster.
SKYGLOW has truly changed my life! My pupils no longer really dilate at all, as the difference be-tween day and night is tiny!
Now you can join one fifth of the world’s population, who no longer have to look at the Milky Way.
It’s SKYGLOW!
Skyglow!
Is it night? Is it day? Who cares?
Scene 1
Scene 7
Scene 2
Scene 8
Scene 3
Scene 9
SKYGLOW
darksky.org darksky.org
SKYGLOW
Viral Ad | Infomercial InsertThe whole ad is done in a very
cheap, over the top manner. Transitions are cheesy and
badly edited. The purpose of this ad is to be used during the airing of the infomercial as little inserts, but also to
be uploaded onto YouTube, where it can be downloaded
and e-mailed to friends.
19
print radio outdoor alternative
darksky.org
television
MVO2:
MVO1:
MVO1:
MVO3:
MVO1:
MVO2:
Skyglow!
Waste light, waste money! Get SKYGLOW!
… are truly amazing!
Light pollution is costing you money and causing harm to the environment. Switch off all unnec-essary lights at night.
The effects of SKYGLOW…
Skyglow!
Scene 4
Scene 10
Scene 5
Scene 11
Scene 6
Scene 12
SKYGLOW
SKYGLOW SKYGLOW darksky.org
darksky.org20
print radio outdoor alternativetelevision
Script for InfomercialThe video looks like an infomer-cial set in a planetarium. There
is a male host (Dylan), who gives information and does
demonstrations and a female “consumer” (Sarah)who is
interested in the product. Both Dylan and Sarah are sicken-
ingly enthusiastic about SKY-GLOW and act very animated
and excited throughout the entire show.
[Insert short ad for SKYGLOW]
Dark stage, planetarium narrator booms over the loudspeaker:
ANNCR:It’s the latest thing on everybody’s lips, the phenomenon that’s taking the world by storm. You’ve heard about it, you’ve
read about it, now see it for yourself. Lighting up cities from Toronto to Tokyo
Iiiiiiiiiiiiit’s SKYGLOW!
[applause]
A spotlight shines on the stage at the front of the planetarium where a man and
woman are standing behind a counter.
DYLAN:Wow, welcome everyone! I’m so excited to share this wonderful product with you. I’m Dylan Jones and with me is the lovely
Sarah Michaels and we are here to tell you about the magnificent little thing we
like to call SKYGLOW.
[Ooh-ing from audience]
Now Sarah, we were chatting before the show and you said you’ve heard some amazing and astonishing things about
SKYGLOW, but you weren’t quite sure if they were true, right?
SARAH:That’s right Dylan! I was pretty sure
SKYGLOW was a fairly new or recent
development. I couldn’t believe it when someone told me that SKYGLOW has actually been around for quite some
time. Has it really?
DYLAN:Why yes Sarah, SKYGLOW has been
around for just over a hundred years, but with improved technology, it is now big-
ger than ever.
SARAH:Oh wow. So tell my Dylan, what exactly
is SKYGLOW?
DYLAN:I’m glad you asked Sarah. SKYGLOW is the scattering of light by clouds and atmospheric particles that make it dif-ficult to see stars and other features of
the night sky.
SARAH:Sounds exciting! What does this mean
for me?
DYLAN:Well Sarah, just have a look at this.
[Insert short ad for SKYGLOW]
SARAH:Wow, I’m blown away! And I hate to ask you this Dylan, but what exactly is this
going to cost me?
DYLAN:Well, to tell you the truth Sarah, Ameri-cans actually spend over 10 billion dol-lars a year on SKYGLOW. But the exact amount you spend will depend entirely
on you.
SARAH:I’m confused. So you’re saying I actually get to decide what I pay for SKYGLOW
myself?
DYLAN:That’s right!
SARAH:So roughly what can I expect to pay for
something as unique as SKYGLOW?
DYLAN:Well Sarah, ha ha, you will pay about a third of your monthly electricity bill for
SKYGLOW.
SARAH:So you mean to say for less than half the
amount I pay for electricity a month…
DYLAN:You get to live under night skies fuzzy
with the haze of reflected light. Amazing isn’t it?
SARAH:Unbelievable! Tell me a little more, I’m
truly curious about this.
DYLAN:Before we get into the details, Sarah,
let’s get an audience member to partici-pate in a little demonstration.
SARAH:Ooh, sounds interesting.
DYLAN:It certainly is. Who would like to volun-teer to feel the indescribable effects of
SKYGLOW?
The audience members put up their hands. A 40-year-old male named Bob is
selected and called onto the stage.
DYLAN:Fan-tastic. What’s your name, sir?
BOB:It’s Bob.
DYLAN:Well Bob, are you ready to experience
SKYGLOW?
BOB:I sure am Dylan.
DYLAN:Well just follow this young lady to a room
we have set up for you. It’s equipped with a comfortable bed and some books to make you feel right at home. And my, looking at the time, please feel free to
have a little nap.
21darksky.org
print radio outdoor alternativetelevision
DYLAN:It’s my pleasure, Sarah. And until next time… waste light, waste money. Get
SKYGLOW!
[Applause]
[Insert short ad for SKYGLOW]
SARAH:Wow! That’s bright isn’t it?
Shot on audience members all blinking, trying to get their eyes to adjust to the
new light.
DYLAN:That’s SKYGLOW for you, Sarah. Just give your eyes a minute, they’ll adjust
soon enough.
SARAH:That’s better. I’m completely blown away
by SKYGLOW. Audience, what do you think?
[Applause]
DYLAN:And you might have noticed Sarah, that
you can no longer see the stars.
Sarah looks up towards the ceiling.
SARAH:That’s true! It’s like they’ve completely
disappeared!
DYLAN:Told you, this is potent stuff. But wait,
not only can we no longer see the stars, let’s check in with Bob in the back room and see how he is responding to SKY-
GLOW.
Cut back to the room where Bob was sleeping. He is getting up and straight-ening his clothes. He looks around the
room, confused.
SARAH:What’s he doing Dylan?
DYLAN:Well, he’s getting ready for work, Sarah.
SARAH:But he’s only had 10 minutes of sleep
and surely he doesn’t need to get up for like another 7 hours?
DYLAN:That’s the beauty of it! His circadian clock is responding to the melatonin
levels in his body, which we know have been altered by SKYGLOW. He hasn’t had the rest he needs, but his body
doesn’t know it.
SARAH:Amazing!
[Insert short ad for SKYGLOW]
DYLAN:Well, you’ve all seen the unbelievable ef-fects SKYGLOW can have on us. Thank
you for joining us!
SARAH:And thank you for showing us all these
amazing things, Dylan.
BOB:Alrighty, will do.
Bob heads behind a divider and the camera follows him into a room that
looks like a homely bedroom. There’s a reading lamp on the bedside table, but little other light besides that. There is also a window facing the planetarium,
with soundproof glass. The audience can see him, but he can’t hear a thing.
Bob gets into bed and starts reading.
SARAH:Well that looks cosy doesn’t it?
DYLAN:Sure does Sarah! We’ll give Bob some
time to relax and check back with him in a moment.
SARAH:Well while he’s getting comfortable, why don’t you enlighten me on some of the
other benefits of SKYGLOW?
DYLAN:I’d love to Sarah.
SARAH:So you were saying night skies fuzzy
with the haze of reflected light.
DYLAN:Right, and you know what this means…?
SARAH:Well…
DYLAN:This means it will change the way you move about, communicate, find food,
and even select mates.
SARAH:Wow, that’s incredible!
DYLAN:What’s even more incredible is that SKY-GLOW will disrupt your body’s ability to calibrate circadian rhythms, which we all know influences our hormone levels and
sleep schedules.
SARAH:I can’t believe it!
DYLAN:I know. It’s hard to believe, but let’s
check back with Bob in the back and see how he’s doing.
In the room, Bob is sleeping soundly.
SARAH:Looks like he’s getting a good night’s
rest Dylan.
DYLAN:He sure is Sarah. Now, let’s us bring out the SKYGLOW and see what happens.
Dylan switches on a giant light and ev-erything lights up.
22
Stacey Palmer - StrategyJonathon Blumenthal - StrategyDarren Cassarchis - MultimediaGavin Wilmore - MultimediaGenevieve Janse van Vuuren - Art DirectionNicole Christos - Visual CommunicationDeeshana Chetty - Visual CommunicationHenda Scott - Copywriting
23lawyers for human rights
Help victims of Xenophobia reintegrate into their communities and increase awareness for Lawyers for Human Rights in marginalised communities.
Language plays an important part in identifying a foreigner or someone who is different to you.Our target audience feels a sense of disempowerment , as they feel their voices are not heard.
A possible solution to this problem could be to put the foreigners and the locals on the same side, to show them that they are in this situation together.
By using the power of language, we will show that in a shared world, words are more than sound. In their meaning we find common ground.
brief
insights
concept
24
print radio television alternative
lawyers for human rights
outdoor
Wall in AlexandraThe wall reads:
“My Struggle is Your Struggle”Every week a new African
Language translation is added, to encourage communication
and act as a modern dayRosetta Stone.
25
print radio television alternative
lawyers for human rights
outdoor
“My goals are your goals.” “My water is your water.” “My journey is your journey.”
26
radio television outdoor alternative
lawyers for human rights
One Man’s Journey Home
Home is an empty field with a few scattered possessions.Walking away from the deserted campsite he thinks of all the places he’s lived in over the past three years and how none of them came close to the one place he truly felt at home. His home country. Some of his friends had the opportunity to go back there, he didn’t. Instead he is stranded in a place where he’s not welcome, heading to a home that doesn’t exist.He walks with his head down, not daring to look forward, not wanting to look back. He doesn’t have to lift his head to know what’s in front of him. The crowd of people, carrying small children and what’s left of their possessions on their backs, takes him back to the first time he had to leave home. His real home. The place where everyone speaks his language and calls him by his name. Mozambique.
SOUTHERN AFRICA
BY HENDA SCOTT
He recalls the view from his small bedroom window: dry grass fields, tall tropical trees and a winding dirt road. Outside the house he would look out at his cows, the chicken coop he built himself and the rusty washing line with three or four worn shirts swinging in the wind. He wasn’t a wealthy man. He kept a regular job and cultivated the land around his house to feed his family. Life wasn’t always easy, but look-ing at his wife and beautiful son, he was content to live a simple life in his beloved little village. Until the fighting started.
Gunshots make for an effective, if petrifying alarm clock. At first he convinced himself they were coming from their side, protecting them from whoever threatened their safety. That worked for about a month or two, but in a country torn apart by a civil war it became increasingly difficult to reassure himself. Soon every gunshot became a potential assault on his family and eventually the only choice he had was to leave. So he packed up his meagre possessions, said goodbye to his home and took off to a safer place.Safety, it turned out, came at a price. He gave up his house and land for a tiny hut in a township close to a big city. They were surrounded by lots of foreigners and he was relieved to be with people who understood him. He did some odd jobs in the city and man-aged to support his family. It was
30
Forced to moved for the fourth time in three years, David Nhamwavane searches for a place to call home.
Advertorial forTIME Magazine
27
radio television outdoor alternative
lawyers for human rights
easier than he thought it would be. People seemed very keen to employ foreigners and he started getting more and more jobs. He started to notice some hostility from the South Africans, but it was never more than a few snide comments like:“kwerekwere, you take our jobs” or “go home, you don’t belong”. These remarks didn’t bother him, as he assumed they stemmed from jealousy these people felt towards him for having a job.Soon the comments turned to actions and they were awakened in the dead of night once again by the sound of gunshots and people screaming. Not knowing what was happening they grabbed whatever they could and fled their home, running blindly into the night. Away from the fires and the shouting. Just running, with no idea of where they were going.They were told to go to the police station and wait there for further instructions. South Africans were killing foreigners and it was unsafe for them to return home.
SOUTHERN AFRICA | XENOPHOBIA
So they continued to run, not stop-ping until they had reached the station, where a couple of thousand frightened people had already ga-thered. They stayed there for a few days, sharing the tiny space with others just like them. He never imagined that he would, but he started to miss the home they aban-doned in the middle of the night. “Home is something you take for granted until it is taken away from you.”The place got increasingly crowded as more and more people arrived. He had just accepted that that was to be home for a while, when they were told to leave. So they packed up our stuff and left. What else could they do?They were taken to a refugee camp not far from the station. Tents were already set up and although these weren’t very comfortable, at least they were assured of their safety. The increasing hostility outside made it difficult to leave the camp and they spent day after day on that
small plot, surrounded by rows and rows of little white tents. Every day people left, some went back to the townships, other returned to their home countries. He couldn’t afford transport to Mozambique and didn’t want to risk his family’s safety by going anywhere else. It wasn’t great, but they were safe. Then the provin-cial government employees came to close it down.So now he’s walking again, risking his life to go back to the place he was chased from. As he watches his feet move over the uneven path, littered with rocks and holes, he wonders what’ll be the next place he calls home. Home is no longer where the heart is. It’s a shack, a police station, a tent. It’s wherever they will take him.
Over two hundred thousand foreign-ers and South Africans were displaced during the xenophobic attacks that started in May 2008. They lived in temporary refugee camps that were closed down on the 30th of September. With no place to stay, they head back to the commu-nities that chased them away in the first place.They go back with no assurance that these attacks won’t happen again. Lawyers for Human Rights (LHR)is a non-profit organisation that provides free legal assistance to those who cannot afford it. Despite aiding many foreigners in obtaining the necessary documents to stay in South Africa, there is a need to help them reintegrate into the communi-ties they used to be a part of. We need your help to prevent this viola-tion of human rights from happen-ing again. Your donation to the LHR will go towards providing a safe country for foreigners and South African citizens alike.
Find out how you can help at www.lhr.org
32 TIME October 12, 2008 Advertorial forTIME Magazine
28
29mageu no 1
Increase consumer loyalty for Mageu No. 1 a popular South African maize drink.
Fortified maize drinks that has been part of African culture for hun-dreds of years.
As tradition is very important to the target audience (black, urban youth), who still follow many age old customs to this day, it is valu-
able for them to know that they can live their modern lifestyle, while still being true to the traditions of their ancestors.
Mageu is made the same way it’s been made for hundreds of years, it is just packaged to suit your lifestyle.
This will be communicated by showing how despite the fact that certain traditional customs may have changed and
evolved over the years, it is still the same custom.
brief
insights
concept
30
print radio outdoor alternative
mageu no 1
SFX: MVO:
SFX: MVO:
SFX:
African chanting and singingThe Umhlanga is a traditional dance where young maidens congregate in groups and do a celebratory dance.
African chanting and singingThis dance plays a significant part in reflecting diverse South African customs…
Fast contemporary African dance music and beats.
Scene 1 Scene 2
Scene 6
Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Black screen
Part of moving body becomes vis-ible against a black background. The shot is an extreme close up and only a small part of skin is visible.
Black screen
Flashes between the black screen and different shots of bodies mov-ing rhythmically.
Close up of a handsome black guy’s face.
Zoom out to reveal guy standing in club surrounded by beautiful danc-ing women.
Medium close up of guy dancing, fading to black.
Black screen with product fading in.
Black screen with words fading in:Rooted in Tradition
television
01 the reed dance
31
print radio outdoor alternative
mageu no 1
SFX: MVO:
SFX:
MVO:
SFX:
MVO:
SFX:
SFX: MVO:
SFX:
African chanting and singing… and instils a sense of pride, belong-ing and identity in the youth.
Fast contemporary African dance music and beats that fade out towards the end.Our lifestyles may change, but our traditions remain.
The music stops abruptly and there is silence..The King.
African night sounds
African chanting and singingThe maidens dance to the delight of their suitors, other guess and above all…
African night sounds
Scene 3
Scene 7
Scene 4
Scene 8
Scene 5
Scene 9
Mageu Number 1
Rooted in Tradition
television
stock images sourced from:www.sxc.hu
32
print radio outdoor alternative
mageu no 1
SFX: MVO:
SFX: MVO:
SFX:
MVO:
Outdoors with birds and insects.For thousands of years the people of Southern Africa have expressed their feelings…
Outdoors with birds and insects.…their day-to-day life and experi-ences…
The music suddenly stops and there is silence.The Artist.
Scene 1 Scene 2
Scene 6
Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Black screen
A light shines from the left side revealing some brown, black and white marks on a textured wall.
Black screen
The light shines over the surface again, revealing a bit more and the colours start to take shape.
Close up of a coloured guy’s hands, moving over the surface of the wall and stretching.
Zoom out from the hands to reveal guy in street wear holding a spray can and standing in front of a blank wall.
The guy starts spraying graffiti on the wall and the scene speeds up quickly as he covers the whole wall in graffiti.
Black screen with product fading in.
Black screen with words fading in:Rooted in Tradition
television
02 rock paintings
33
print radio outdoor alternative
mageu no 1
SFX: MVO:
SFX: MVO:
SFX: MVO:
SFX:
SFX: MVO:
SFX:
Khoi music…in drawings on the walls of caves.
Urban African music (kwaito)Our lifestyles may change, but our traditions remain.
Khoi musicVisitors from all over the world have marvelled at the handwork of…
African night sounds
Khoi musicThese rock paintings are character-ised by exquisite detail and complex shading techniques.
African night sounds
Scene 3
Scene 7
Scene 4
Scene 8
Scene 5
Scene 9
Mageu Number 1
Rooted in Tradition
television
stock images sourced from:www.sxc.hu
34
print radio outdoor alternativetelevision
mageu no 1
SFX: MVO:
SFX: MVO:
SFX:
African war criesOnly the best and most dedicated warriors were chosen to defend their tribe’s honour.
African war cries… these territorial wars were fought to protect the tribe’s land, women and livestock.
A whistle blows and you hear the sound of crowds cheering and vuvuzelas blaring.
Scene 1 Scene 2
Scene 6
Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Black screen
Close up on woman’s face, looking vulnerable and scared.
Close-up of a strong black man.
Bodies doing various exercises.
Close up of two men facing each other, frowning intensely in concen-tration.
Zoom out to reveal the men are standing in the middle of a soccer field with their teams on either side. Medium close up of guy dancing, fading to black.
Zoom out as the captains run to join their teams and start playing.
Black screen with product shot fad-ing in.
Black screen with words fading in:Rooted in Tradition
03 warriors
35
print radio outdoor alternativetelevision
mageu no 1
SFX: MVO:
SFX:
MVO:
SFX:
MVO:
SFX:
SFX: MVO:
SFX:
African war criesOnly the best and most dedicated warriors were chosen to defend their tribe’s honour.
Vuvuzelas become louder as the cam-era moves into the stands.Our lifestyles may change, but our traditions remain.
The music suddenly stops and there is silence.The Battle.
African night sounds
African war criesThe warriors spent months on end, exercising, training and studying their enemy preparing their minds, their spirits and their bodies for…
African night sounds
Scene 3
Scene 7
Scene 4
Scene 8
Scene 5
Scene 9
Mageu Number 1
Rooted in Tradition
stock images sourced from:www.sxc.hu
36
37deco flooring
Create a 30’’ radio ad for Deco flooring, an accredited wooden flooring specialist that takes pride in their products and honours their customers.
TrustYou invest in a 25 year relationship with us, because we love what we do
and we respect our customers.
Expired RelationshipsBy showing situations where people start letting you down,
after a certain amount of time, these radio spots reinforce the ideathat there shouldn’t be a time limit on quality.
brief
unique selling point
concept
38
print television outdoor alternativeradio
deco flooring
Client: Deco Flooring MVO1: ConfusedTitle: Job Promotion MVO2: Casual, laid backPlacement: 678 Capetalk Duration: 30’’ MVO1: Yes, come in Andy, I’ve been looking forward to our meeting. And (pause) I have a little something for you.
MVO2: A Bonus sir?
MVO1: Well, yes son. You’ve been doing some great work for the company. Let’s just say your hard work doesn’t go unnoticed.
MVO1: Wow, thanks sir. And here is my letter of resignation.
MVO2: What, why? Aren’t you happy here? You’re like family.
MVO1: Look, it’s been awesome working for you, but 5 years are up, and now I can’t guarantee I won’t start steal ing and you’ll have to let me go.
ANNCR: It’s hard to tell when things will let you down, which is why Deco Flooring offers a 25 year guarantee on ALL our Wooden floors. Browse our unique range of high quality products at decoflooring.co.za
01
39
print television outdoor alternativeradio
deco flooring
Client: Deco Flooring MVO1: Captain, authoritative voiceTitle: Winnig Team MVO2: Rugby player, arrogant voicePlacement: 678 Capetalk Duration: 30’’ MVO1: Great game guys! Fan-tas-tic! (Dramatically) and for the 3rd year in a row… we are the champions!!!
SFX: Crowd cheering and whistling.
MVO1: (clears throat) You guys are the best team a captain could ask for…
MVO1: And I am happy to say this was my last game playing with you guys.
SFX: Cheering dies down.
MVO2: But you can’t! You’ve carried the team for the past few years.
MVO1: Ja, but after 3 whole years I just can’t guarantee I won’t get injured any more.
ANNCR: It’s hard to tell when things will let you down, which is why Deco Flooring offers a 25 year guarantee on ALL our Wooden floors. Browse our unique range of high quality products at decoflooring.co.za
Client: Deco Flooring FVO: Sweet, casual voiceTitle: Anniversary MVO: Calm, relaxed voicePlacement: 678 Capetalk Duration: 30’’ FVO: Happy Anniversary love (kiss)… Wow, hasn’t it been the best?
MVO: Yes my baby, and (pause) I got you a little something!
FVO: Aw, you shouldn’t have… Ooh it’s gorgeous! Thanks love (pause) and well, I guess this is goodbye then.
MVO: (stunned) What? (giggles nervously) Babe? What are you talking about?
FVO: (Matter-of-factly) Well, it’s been 2 years now darling, so I’m sorry, but I can no longer guarantee that I won’t cheat on you.
ANNCR: It’s hard to tell when things will let you down, which is why DecoFlooring offers a 25 year guarantee on ALL our Wooden floors. Browse our unique range of high quality products at decoflooring.co.za
02 03
40
41south african depression and anxiety group
Create awareness for the South African Depression and Anxiety group.Inform the audience if their toll-free suicide crisis line, in order to prevent
depression from leading to suicide.
People suffering from depression feel a large sense of helplessness that is often associated with failure. A fear of failure is prevelant in society and it
can push people to take drastic actions like taking their own lives.It is important to address the people at risk, in order for them to realise that
they are not aloene in whatever they are dealing with.
Failure is okay.The campaign focuses on failure as a positive thing, which is drawn from the
fact that 9 out of 10 suicide attempts fail. In this sense, failing to take your own life gives you a chance to get help and a second chnce at life.
It communicates to people suffering from depression that failure and feelings of worthlessness associated with depression is not the worst thing in the world.
brief
insights
concept
42
print radio outdoor alternativetelevision
south african depression and anxiety group
MVO1: Lots of people ask me why I failed…
Scene 1
MVO2: I failed because I had no confi-dence.
Scene 2
FVO1: I failed because the pressure was too high.
Scene 7
MVO1: I failed because they found me and stopped the bleeding.
Scene 8
Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Scene 10
Scene 11
Young woman (22) sitting in a room with white walls. We only see her face and glimpses of her body.
(Flashback): Walking in a corridor with her head down.
Young woman in the white room.
(Flashback): Injecting herself with needles.
Young woman in the white room.
(Flashback): Shaking her head and crying.
Young woman in the white room.
(Flashback): People rushing towards the woman, whose wrists are bleeding.
Black screen with white letters:9 out of 10 suicide attempts fail.
Black screen with white letters:Failure isn’t the worst that can happen.
Black screen with white letters:Toll free suicide crisis line0800 567 567SADAG Logo
43
print radio outdoor alternativetelevision
south african depression and anxiety group
Scene 9
9 out of 10 suicide attempts fail.
Scene 10
Failure isn’t the worstthat can happen.
MVO1: I failed because I set my expecta-tions too high.
Scene 5
MVO1: I failed because didn’t care enough.
Scene 3
MVO1: I failed because I didn’t enjoy it.
Scene 6
MVO2: I failed because I took drugs.
Scene 4
stock images sourced from:www.gettyimages.comwww.corbis.comwww.sxc.hu
Scene 11
Toll free suicide crisis line0800 567 567
44
print radio outdoor alternativetelevision
MVO1: Wherever I turned, people kept telling me I’m a failure…
Scene 1
MVO1: I decided I wouldn’t be a disap-pointment to them anymore, when I heard it again…
Scene 6
south african depression and anxiety group
FVO1: …from my doctor.
Scene 7
MVO2: My parents.
Scene 2Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Scene 10
Black screen.
Mother and father standing next to each other, looking down at a child and shaking their heads.
Teacher handing back a paper and shaking her head.
Circle of school children standing around, shaking their heads.
Guy sitting on the dge of a bed, shaking his head.
Black screen.
Doctor smiling and shaking his head.
Black screen with white letters:9 out of 10 suicide attempts fail.
Black screen with white letters:Maybe failure isn’t so bad after all.
Black screen with white letters:Toll free suicide crisis line0800 567 567SADAG Logo
45
print outdoor alternativetelevisionradio
south african depression and anxiety group
Scene 9
Maybe failure isn’t so bad after all.
Scene 8
9 out of 10 suicide attempts fail.
MVO1: My teachers.
Scene 3
MVO2: My friends.
Scene 4
MVO1: Even my boyfriend.
Scene 5
Scene 10
Toll free suicide crisis line0800 567 567
stock images sourced from:www.gettyimages.comwww.corbis.comwww.sxc.hu
46
print television outdoor alternativeradio
south african depression and anxiety group
Client: SADAG CVO: Teenager, soft, sad voiceTitle: Success ANNCR: Female, calm voiceProduct: Suicide Crisis Line Duration: 30’’ CVO: You wanted me to be the best. You wanted me to show my worth. You expected so much from me… and I tried.
If I succeeded, would you love me? If I it worked, would you even care? If I got this right, would you be proud? If I did I would no longer be here.
ANNCR: Nine out of ten suicide attempts fail. If you or some one you know is at risk, call the South African Depres sion and Anxiety Group’s toll free suicide hotline on 0800 567 567. Failure isn’t the worst that can happen