South Africa has almost no culture of saving money. With minimal social pressure to do the right thing, many people procrastinate and leave it too late. Working with a small budget – using outdoor, radio and social media – we have helped Satrix become a household name, synonymous with long-term investing made easy. With the promise of good things to come, this particular (award-winning) campaign encourages people to take the first step. (In collaboration with VH brand developers)
We’ve done quite a few award-winning ads for Reebok‘s agency Sonnenberg Murphy Leo Burnett in Johannesburg, South Africa. For instance, this newspaper ad was created on a Sunday and published on Monday. Long-distance runner Elana Meyer broke a world record – not just by a few seconds, but with the time it takes you to read this headline. Written by Mark Varder. Winner in The One Show. Winner in Graphis Advertising Annuals. Winner in Communication Arts. Winner in the NY Art Directors Club.
These wild monkeys are illegally captured, forced to behave against their instinct, and dressed up as clowns. This sadistic practice is happening all over Pakistan. The purpose? Begging. To make a living on the side of the road.
The WSPA fights this kind of animal cruelty. The WSPA is a global organisation that protects and returns abused animals to the wild. ‘At the WSPA, we are working hard towards a world where animal welfare matters and animal cruelty ends. Being the world’s leading international alliance of animal welfare organisations, helps in addressing these kind of issues… with mainly positive results. We can continue our work as long as people keep donating…’ – Kai Akram, Head of WSPA
To rehabilitate monkeys to their own habitat obviously takes time because these animals are so traumatised that they need a slow and careful approach to learn to look after themselves again, to be socially accepted into a new monkey family pack. And sometimes (especially when monkeys grow older) rehabilitation doesn’t work out altogether and they have to be euthanised. Photography by Muhammed Muheisen. Copy by Mark Varder and Joost Hulsbosch
Sony Electronics USA needs to rekindle its innovative spirit, inspire its workforce and position its global brand with a tech-loving society. After a comprehensive immersion into the principles that CEO Sir Howard Stringer was bringing to the Sony corporation, we proposed the demanding, inescapable brand idea:
Get There First is about believing that Sony is at the cutting edge. That if you buy a Sony product you are ahead. The words are true of Sony’s heritage. You can believe that Sony, if anyone, got to things first. They invented the whole thing of electronic gadgets. And have continued, more or less, ever since. Both management and employees at Sony Corporation must live up to the company’s idea in order to survive. The Get There First campaign is split between internal, external and retail audiences and uses all media components. Building Sony’s reputation makes use of inspiring stories – headed by known and unknown people and often related to Sony’s entertainment and engineering business. Every touchpoint strengthens a new belief in the company’s capabilities and ethos. Get There First expresses the human desire to be one step ahead, to be a boundary breaker, to be an innovator.
In quintessential retail, the proof is in the pudding. Sony’s intrinsic product benefits form the basis of each message and answer to the brand idea of making lives better through product innovation. Get There First becomes very powerful.
It helps shoppers to reason-why they’re paying a premium for an innovative, superior technological advanced product.
Consumers like to buy into brands that stand for something. Who are on a mission to change the world for better.
Sony acts like an early-adopters brand again. Leading the way. It says, this the way the world is moving, get there first.
Our current online marketing campaign showcases ordinary consumers who are more media-literate than you might think. They have quite mature (and often skeptical) opinions about how a brand should look, speak and behave. In short, they prefer to buy products and services that reflect their own values and beliefs. Today’s customers are simply much more aware of what a company does, and for what it stands.