Cape Town ‘Shaiks’ things up in the Mother City with this proactive piece it
developed for Die Burger recently to
emphasise the newspaper’s pay-off line, ‘Praat Saam’, which loosely translates
as ‘join the conversation’.
Posters of convicted fraudster, Schabir Shaik, who has been in and out of jail a number of times, were placed behind and in front of railings around Cape Town. The headline asks: ‘In or Out?’
“This tongue-in-cheek way of drawing attention to Shaik’s prison antics – he’s been incarcerated, released on medical parole, rearrested for assault and released again – has been loved by the people of Cape Town,” said one of the Creative Directors on the piece, Aaron Harris. “There’s been a lot of hooting and laughing as people pass the strategically placed ads.
“At the same time, however, the treatment challenges readers to form their own opinion, backed by the insights they have gleaned from Die Burger’s superior quality journalism. So, does he deserve special treatment? Was he framed? As Cape Town’s ‘information partner’, Die Burger is a reliable source of honest and unbiased fact, giving its readers’ the input they need to decide for themselves.”
Draftfcb Cape Town has a history of doing thought-provoking work for Die Burger using breaking news stories as inspiration. Examples include ‘Titanic’, which addressed piracy off the coast of Africa, ‘David & Goliath’, which looked at conflict in Palestine and the Gaza strip, and ‘Iwo Jima’ and ‘Soldaat’, which won accolades at the Epica Awards, one of Europe’s premier creative awards, a few years ago.
Executive Creative Director, Francois de Villiers; Creative Directors: Doug Larter and Aaron Harris; Art Director, Riaan van Wyk; and Copywriter, Andre de Wet, were responsible for the ‘Shaik’ execution.
Cathy van Zyl
+27 21 852 7198, +27 82 458 2194
On Behalf of:
Draftfcb Cape Town
Francois de Villiers