Page 5

THE MEDIA NOV_2018 - TMOL

BITESmedia by the mouthful A Zulu love letter for Toyo ta One of South Africa’s most-loved car brands has been honoured with a billboard created out of beads. Over 138 000 individual beads were sewn together for the one tonne, 12m by 9m billboard, created by 350 crafters from Woza Moya, an economic empowerment project of the Hillcrest AIDS Centre Trust in KwaZulu-Natal, where Toyota SA has manufactured Corollas since 1975. “Toyota SA wanted to celebrate the fact that Corolla has been the mostloved car in South Africa since ‘forever’, while entrenching its ‘Love Driving’ positioning,” said said FCB’s creative director responsible for the design, Janine Kleinschmidt. “The intricate workmanship in the Special Edition Corolla launched earlier this year was evocative of the uniquely South African visual language of Zulu love letters, so we used this for the art direction and design of the campaign.” Kleinschmidt said the decision to create the love letter billboard stemmed from the fact that this would have been a common feature alongside the roads the Corolla and driver would have travelled together. #GetOutOfHome campaign in US highlights versatility and pow er of OOH The US’ out of home industry body, the Outdoor Advertising Association of America (OAAA), is running a nationwide campaign promoting the power of the medium. It launched at New York Advertising Week, and is designed to highlight how the medium competes with and complements online and mobile advertising. “Today’s advertising creatives and media planners grew up with the Internet in the palm of their hands; they get digital media and push it forward,” said Stephen Freitas, OAAA’s chief marketing officer. “We want to show them that some ideas are too big to stay trapped online. Bold ideas need a bold platform. “Our goal is to spark conversations about how today’s responsive, engaging OOH medium can elevate any idea, creating magnetism and distinction.” Publicis developed the content and the OAAA used the Pired Ilka and Franz photo agency to develop the creative and concepts. “We solicited support and help from three prominent millennials with large followings on social media: Anomaly copywriter Jezz Chung, graphic designer Pawel Nolbert, and Facebook digital designer Marta Llop,” Freitas said. This was a vital part of the campaign as the #GetOutofHome hashtag was used to highlight the medium’s flexibility and relevance by live publishing social media posts and events on digital screens across New York, using the real-time campaign management platform OpenLoop. EDITOR Glenda Nevill glenda@wagthedog.co.za CONTRIBUTORS Allen Kambuni, Britta Reid, Iza Grek, Ken Klein, Lucinda Jordaan, Michael Bratt, Marcia Klein LA YOUT Ideaology: design | advertising | digital Art director: Darren Rosenberg PRODUCTION Michelle Pretorius michellep@ideadesign.co.za ADVERTISING SALES Vanessa Tiddy vanessa@wagthedog.co.za 072 789 9800 PUBLISHED BY Wag the Dog Publishers (Pty) Ltd. (011) 447-7740/1 243 Jan Smuts Avenue, Parktown North, Johannesburg PUBLISHER Sandra Gordon sgordon@stonesoup.co.za 082 450 8113 THE MEDIA is distributed to executives within the media sector. The mailing list is updated regularly. Enquiries relating to the list should be addressed to the publisher. Copyright© The Media is a registered trademark. Should you wish to lift any material from the publication, please liaise with the editor beforehand. The Media | wagthedog.co.za P 3


THE MEDIA NOV_2018 - TMOL
To see the actual publication please follow the link above