henda scott copywriting portfolio
2
contents 3
toot & scoot
5
nando’s
9
whiskas
13
darksky.org
17
lawyers for human rights
23
mageu no 1
29
deco flooring
37
south african depression and anxiety group
41
4
Concept: Copy: Art Direction:
Henda Scott, Stuart Sims and Conrad de Kock Henda Scott and Stuart Sims Henda Scott
toot & scoot 5
brief Increase awareness for Toot & Scoot, a new chauffeur service in South Africa.
insights
The target audience is people who indulge in excessive drinking, yet are responsible 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.
concept
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 passengers 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.
6 toot & scoot
DPS CAR Magazine print
radio
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7 toot & scoot
Print Ad Men’s Health
Print Ad Financial Mail print
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nando’s 9
brief
Write a 30 second radio ad for any Nando’s product, service or promotion (existing or fictitious).
service 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.
concept
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.
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nando’s Client: Nando’s Product: Hot Chicks on the Beach Title: Hot Line MVO1: Hi (clears throat), um yeah, I heard you guys have um, hot chicks?
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MVO1: Pervert, but very geeky FVO1: Professional, with husky voice Duration: 30’’
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
nando’s Client: Nando’s Product: Hot Chicks on the Beach Title: The Man SFX: Locker room of a sports team, showers.
MVO1&MVO2: Arrogant jocks MVO3: Stupid jock Duration: 30’’
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 print
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whiskas weight management 13
objective
Inform cat owners of the importance of a healthy diet for their pets and encourage them to try Whiskas Weight Management, for overweight and inactive cats.
message
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.
concept
Showing the negative effects of feline obesity, by means of a cartoon about the life of a miserable fat cat , who is unable to live a healthy, happy life.
14 whiskas weight management
01 02 Shame, he just stares at it. He must be scare d of heights.
Just let him use the pa.
Please, the only thing’m I scared of is that thing breaking under me.
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Because a healthy cat is a happy cat.
He doesn’t like it, he thinks he’s a person.
Oh right,YOU try tting through there.
Because a healthy cat is a happy cat.
15 whiskas weight management
04 03 No, just steering clear of protein, carbs and fat.
Why is he chewing on my shirt?
Oh, he’s justkneading... He must be content.
The things I do to keep from snacking...
Because a healthy cat is a happy cat.
Because a healthy cat is a happy cat.
Ooh, hairball?
Drawings by: Robert Pirow
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darksky.org 17
brief
Raise awareness for the impact that light pollution is having on the environment. Specifically raise awareness of the International Darksky Association.
message
Light pollution extremely easy to prevent. By simply switching off unnecessary lights at night, many of the effects of light pollution can be minimised
concept
Turning Sky glow (one of the effects of light pollution) into a fictitious product SKYGLOW. The negative effects of light pollution is then communicated through a series of viral ads and an infomercial in a fun and entertaining way.
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darksky.org Scene 1
Scene 2
Scene 3
SKYGLOW MVO1:
Tired of those long magical night skies dotted with millions of stars? Introducing SKYGLOW! The planets number one magic buster.
Scene 7
Viral Ad | Infomercial Insert The 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.
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Skyglow!
MVO1:
Scene 8
Now you can join one fifth of the world’s population, who no longer have to look at the Milky Way.
Scene 9
SKYGLOW darksky.org FVO1:
MVO2:
SKYGLOW has truly changed my life! My pupils no longer really dilate at all, as the difference between day and night is tiny!
darksky.org MVO1:
Is it night? Is it day? Who cares?
MVO2:
It’s SKYGLOW!
darksky.org Scene 4
Scene 5
Scene 6
SKYGLOW MVO2:
Skyglow!
MVO1:
Scene 10
Scene 11
W
O GL
Y SK MVO1:
The effects of SKYGLOW…
Waste light, waste money! Get SKYGLOW!
MVO1:
Scene 12
SKYGLOW MVO2:
… are truly amazing!
Skyglow!
darksky.org
MVO3:
Light pollution is costing you money and causing harm to the environment. Switch off all unnecessary lights at night. print
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darksky.org [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.
Script for Infomercial The video looks like an infomercial 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 sickeningly enthusiastic about SKYGLOW and act very animated and excited throughout the entire show.
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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 bigger 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 difficult 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, Americans actually spend over 10 billion dollars 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 participate in a little demonstration. SARAH: Ooh, sounds interesting. DYLAN: It certainly is. Who would like to volunteer 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.
darksky.org BOB: Alrighty, will do.
SARAH: Well…
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.
DYLAN: This means it will change the way you move about, communicate, find food, and even select mates.
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.
DYLAN: What’s even more incredible is that SKYGLOW 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.
DYLAN: I’d love to Sarah.
In the room, Bob is sleeping soundly.
DYLAN: Right, and you know what this means…?
Shot on audience members all blinking, trying to get their eyes to adjust to the new light.
Cut back to the room where Bob was sleeping. He is getting up and straightening his clothes. He looks around the room, confused.
DYLAN: It’s my pleasure, Sarah. And until next time… waste light, waste money. Get SKYGLOW!
SARAH: What’s he doing Dylan?
[Applause] [Insert short ad for SKYGLOW]
SARAH: Wow, that’s incredible!
SARAH: Well while he’s getting comfortable, why don’t you enlighten me on some of the other benefits of SKYGLOW?
SARAH: So you were saying night skies fuzzy with the haze of reflected light.
SARAH: Wow! That’s bright isn’t it?
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 everything lights up.
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 SKYGLOW.
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 effects SKYGLOW can have on us. Thank you for joining us! SARAH: And thank you for showing us all these amazing things, Dylan.
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Stacey Palmer - Strategy Jonathon Blumenthal - Strategy Darren Cassarchis - Multimedia Gavin Wilmore - Multimedia Genevieve Janse van Vuuren - Art Direction Nicole Christos - Visual Communication Deeshana Chetty - Visual Communication Henda Scott - Copywriting
lawyers for human rights 23
brief
Help victims of Xenophobia reintegrate into their communities and increase awareness for Lawyers for Human Rights in marginalised communities.
insights
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.
concept
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.
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lawyers for human rights
Wall in Alexandra The wall reads: “My Struggle is Your Struggle� Every week a new African Language translation is added, to encourage communication and act as a modern day Rosetta Stone.
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lawyers for human rights
“My goals are your goals.”
“My water is your water.”
“My journey is your journey.”
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lawyers for human rights
SOUTHERN AFRICA
One Man’s Journey Home
Forced to moved for the fourth time in three years, David Nhamwavane searches for a place to call home. BY HENDA SCOTT
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.
Advertorial for TIME Magazine print
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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 looking 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 managed to support his family. It was
lawyers for human rights
SOUTHERN AFRICA | XENOPHOBIA
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.
32
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 provincial 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, So they continued to run, not stop- a tent. It’s wherever they will take ping until they had reached the him. station, where a couple of thousand frightened people had already gaOver two hundred thousand foreignthered. They stayed there for a few ers and South Africans were days, sharing the tiny space with displaced during the xenophobic others just like them. He never attacks that started in May 2008. They lived in temporary refugee imagined that he would, but he camps that were closed down on the started to miss the home they aban30th of September. With no place to doned in the middle of the night. stay, they head back to the communities that chased them away in the “Home is something you take for first place. granted until it is taken away from They go back with no assurance that you.” these attacks won’t happen again. The place got increasingly crowded Lawyers for Human Rights (LHR) is a non-profit organisation that as more and more people arrived. provides free legal assistance to He had just accepted that that was those who cannot afford it. Despite to be home for a while, when they aiding many foreigners in obtaining the necessary documents to stay in were told to leave. So they packed South Africa, there is a need to help up our stuff and left. What else them reintegrate into the communicould they do? ties they used to be a part of. We need your help to prevent this violaThey were taken to a refugee camp tion of human rights from happennot far from the station. Tents were ing again. Your donation to the LHR already set up and although these will go towards providing a safe weren’t very comfortable, at least country for foreigners and South African citizens alike. they were assured of their safety. The increasing hostility outside Find out how you can help at made it difficult to leave the camp www.lhr.org and they spent day after day on that TIME October 12, 2008
Advertorial for TIME Magazine print
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mageu no 1 29
brief
Increase consumer loyalty for Mageu No. 1 a popular South African maize drink.
insights
Fortified maize drinks that has been part of African culture for hundreds 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 valuable for them to know that they can live their modern lifestyle, while still being true to the traditions of their ancestors.
concept
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.
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mageu no 1 Scene 1
Scene 2
01 the reed dance Scene 1
Black screen
Scene 2
Part of moving body becomes visible against a black background. The shot is an extreme close up and only a small part of skin is visible.
Scene 3
Black screen
Scene 4
Flashes between the black screen and different shots of bodies moving rhythmically.
Scene 5
Close up of a handsome black guy’s face.
Scene 6
Zoom out to reveal guy standing in club surrounded by beautiful dancing women.
Scene 7
Medium close up of guy dancing, fading to black.
Scene 8
Black screen with product fading in.
Scene 9
Black screen with words fading in: Rooted in Tradition
SFX: MVO:
African chanting and singing The Umhlanga is a traditional dance where young maidens congregate in groups and do a celebratory dance.
SFX: MVO:
Scene 6
SFX:
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African chanting and singing This dance plays a significant part in reflecting diverse South African customs…
Fast contemporary African dance music and beats.
mageu no 1 Scene 3
SFX: MVO:
Scene 4
African chanting and singing … and instils a sense of pride, belonging and identity in the youth.
Scene 7
SFX: MVO:
Scene 5
African chanting and singing The maidens dance to the delight of their suitors, other guess and above all…
Scene 8
SFX: MVO:
The music stops abruptly and there is silence.. The King.
Scene 9
Rooted in Tradition
Mageu Number 1
SFX: MVO:
Fast contemporary African dance music and beats that fade out towards the end. Our lifestyles may change, but our traditions remain.
SFX:
African night sounds
stock images sourced from: www.sxc.hu SFX:
African night sounds
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mageu no 1 Scene 1
02 rock paintings
Scene 1
Black screen
Scene 2
A light shines from the left side revealing some brown, black and white marks on a textured wall.
Scene 3
Black screen
Scene 4
The light shines over the surface again, revealing a bit more and the colours start to take shape.
Scene 5
Close up of a coloured guy’s hands, moving over the surface of the wall and stretching.
Scene 6
Zoom out from the hands to reveal guy in street wear holding a spray can and standing in front of a blank wall.
Scene 7
The guy starts spraying graffiti on the wall and the scene speeds up quickly as he covers the whole wall in graffiti.
Scene 8
Black screen with product fading in.
Scene 9
Black screen with words fading in: Rooted in Tradition
SFX: MVO:
Scene 2
Outdoors with birds and insects. For thousands of years the people of Southern Africa have expressed their feelings…
SFX: MVO:
Scene 6
SFX: MVO:
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Outdoors with birds and insects. …their day-to-day life and experiences…
The music suddenly stops and there is silence. The Artist.
mageu no 1 Scene 3
SFX: MVO:
Scene 4
Khoi music …in drawings on the walls of caves.
Scene 7
SFX: MVO:
Scene 5
Khoi music These rock paintings are characterised by exquisite detail and complex shading techniques.
Scene 8
SFX: MVO:
Khoi music Visitors from all over the world have marvelled at the handwork of…
Scene 9
Rooted in Tradition
Mageu Number 1
SFX: MVO:
Urban African music (kwaito) Our lifestyles may change, but our traditions remain.
SFX:
African night sounds
stock images sourced from: www.sxc.hu SFX:
African night sounds
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mageu no 1 Scene 1
03 warriors
Scene 1
Black screen
Scene 2
Close up on woman’s face, looking vulnerable and scared.
Scene 3
Close-up of a strong black man.
Scene 4
Bodies doing various exercises.
Scene 5
Close up of two men facing each other, frowning intensely in concentration.
Scene 6
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.
Scene 7
Zoom out as the captains run to join their teams and start playing.
Scene 8
Black screen with product shot fading in.
Scene 9
Black screen with words fading in: Rooted in Tradition
SFX: MVO:
Scene 2
African war cries Only the best and most dedicated warriors were chosen to defend their tribe’s honour.
SFX: MVO:
Scene 6
SFX:
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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.
mageu no 1 Scene 3
SFX: MVO:
Scene 4
African war cries Only the best and most dedicated warriors were chosen to defend their tribe’s honour.
Scene 7
SFX: MVO:
Scene 5
African war cries The warriors spent months on end, exercising, training and studying their enemy preparing their minds, their spirits and their bodies for…
Scene 8
SFX: MVO:
The music suddenly stops and there is silence. The Battle.
Scene 9
Rooted in Tradition
Mageu Number 1
SFX: MVO:
Vuvuzelas become louder as the camera moves into the stands. Our lifestyles may change, but our traditions remain.
SFX:
African night sounds
stock images sourced from: www.sxc.hu SFX:
African night sounds
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deco flooring 37
brief
Create a 30’’ radio ad for Deco flooring, an accredited wooden flooring specialist that takes pride in their products and honours their customers.
unique selling point
Trust You invest in a 25 year relationship with us, because we love what we do and we respect our customers.
concept
Expired Relationships By showing situations where people start letting you down, after a certain amount of time, these radio spots reinforce the idea that there shouldn’t be a time limit on quality.
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deco flooring
01
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Client: Deco Flooring MVO1: Confused Title: Job Promotion MVO2: Casual, laid back Placement: 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
deco flooring
02
Client: Deco Flooring MVO1: Captain, authoritative voice Title: Winnig Team MVO2: Rugby player, arrogant voice Placement: 678 Capetalk Duration: 30’’ MVO1: Great game guys! Fan-tas-tic! (Dramatically) and for the 3rd year in a row… we are the champions!!!
03
Client: Deco Flooring FVO: Sweet, casual voice Title: Anniversary MVO: Calm, relaxed voice Placement: 678 Capetalk Duration: 30’’ FVO: Happy Anniversary love (kiss)… Wow, hasn’t it been the best?
SFX:
Crowd cheering and whistling.
MVO:
Yes my baby, and (pause) I got you a little something!
MVO1:
(clears throat) You guys are the best team a captain could ask for…
FVO:
Aw, you shouldn’t have… Ooh it’s gorgeous! Thanks love (pause) and well, I guess this is goodbye then.
MVO1:
And I am happy to say this was my last game playing with you guys.
MVO:
(stunned) What? (giggles nervously) Babe? What are you talking about?
SFX:
Cheering dies down.
MVO2:
But you can’t! You’ve carried the team for the past few years.
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.
MVO1:
Ja, but after 3 whole years I just can’t guarantee I won’t get injured any more.
ANNCR:
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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
radio
television
outdoor
alternative
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40
south african depression and anxiety group 41
brief
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.
insights
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.
concept
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.
42
south african depression and anxiety group
Scene 1
Young woman (22) sitting in a room with white walls. We only see her face and glimpses of her body.
Scene 2
(Flashback): Walking in a corridor with her head down.
Scene 3
Young woman in the white room.
Scene 4
(Flashback): Injecting herself with needles.
Scene 5
Young woman in the white room.
Scene 6
(Flashback): Shaking her head and crying.
Scene 7
Young woman in the white room.
Scene 8
(Flashback): People rushing towards the woman, whose wrists are bleeding.
Scene 9
Black screen with white letters: 9 out of 10 suicide attempts fail.
Scene 10
Black screen with white letters: Failure isn’t the worst that can happen.
Scene 11
Black screen with white letters: Toll free suicide crisis line 0800 567 567 SADAG Logo
Scene 1
MVO1:
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alternative
Lots of people ask me why I failed…
Scene 7
FVO1: print
Scene 2
MVO2:
I failed because I had no confidence.
Scene 8
I failed because the pressure was too high.
MVO1:
I failed because they found me and stopped the bleeding.
south african depression and anxiety group
Scene 3
MVO1:
Scene 4
I failed because didn’t care enough.
Scene 9
9 out of 10 suicide attempts fail.
Scene 5
MVO2:
I failed because I took drugs.
Scene 10
Failure isn’t the worst that can happen.
MVO1:
Scene 6
I failed because I set my expectations too high.
MVO1:
I failed because I didn’t enjoy it.
Scene 11
Toll free suicide crisis line 0800 567 567 stock images sourced from: www.gettyimages.com www.corbis.com www.sxc.hu
radio
television
outdoor
alternative
43
44
south african depression and anxiety group Scene 1
Black screen.
Scene 2
Mother and father standing next to each other, looking down at a child and shaking their heads.
Scene 3
Teacher handing back a paper and shaking her head.
Scene 4
Circle of school children standing around, shaking their heads.
Scene 5
Guy sitting on the dge of a bed, shaking his head.
Scene 6
Black screen.
Scene 7
Doctor smiling and shaking his head.
Scene 8
Black screen with white letters: 9 out of 10 suicide attempts fail.
Scene 9
Black screen with white letters: Maybe failure isn’t so bad after all.
Scene 10
Black screen with white letters: Toll free suicide crisis line 0800 567 567 SADAG Logo
Scene 1
MVO1:
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alternative
Wherever I turned, people kept telling me I’m a failure…
MVO2:
My parents.
Scene 7
Scene 6
MVO1:
Scene 2
I decided I wouldn’t be a disappointment to them anymore, when I heard it again…
FVO1:
…from my doctor.
south african depression and anxiety group Scene 3
MVO1:
Scene 4
My teachers.
Scene 8
9 out of 10 suicide attempts fail.
MVO2:
Scene 5
My friends.
Scene 9
Maybe failure isn’t so bad after all.
MVO1:
Even my boyfriend.
Scene 10
Toll free suicide crisis line 0800 567 567 stock images sourced from: www.gettyimages.com www.corbis.com www.sxc.hu
radio
television
outdoor
alternative
45
46 south african depression and anxiety group
Client: SADAG CVO: Teenager, soft, sad voice Title: Success ANNCR: Female, calm voice Product: 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.
radio
television
outdoor
alternative
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