Issued by: Afrofusion Communications


It was immediately decided that whatever we went with, it had to be a big enough idea to capture the imagination and spur South Africans onto a more environmentally conscious lifestyle.

The ad is a literal interpretation of the Indalo Yethu tag line ‘Save Tomorrow, Today'. The ad opens on a potential Doomsday view of our world predicting what is a very real eventuality if we don't change our attitudes and our behaviours. A boy's hand comes into frame and begins to ‘green' the landscape. The boy is a metaphor for what we as a people need to start doing today, to save our environment for the future.

AFC's creative director Frank Mphikeleli Kunene, the man behind the campaign, credits the successful execution of the campaign to the commitment and passion of all parties involved most notably the commercials director Mark Lawrie of Collective Energy and his team. The concept was borne out of a very tight brief from client who emphasized the importance of ending the message on a positive note. Indalo Yethu is about Hope, and we need to show that that as a society we have a moral responsibility and the ability to live harmoniously with our environment.

The main 30” ad was followed by a series 10” stings focused on the actionable principles of the Indalo Yethu campaign, Reduce, Re-use and Recycle. The television campaign will be supported with radio, print and outdoor.




Editorial contact
Afrofusion Communications
Tel: 011-6123001
Fax: 086-6593819
www.afrofusion.co.za

[5 Oct 2007 05:16]

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