For this student project, I chose to enter Loeries because they recognise, reward, inspire and foster creative excellence in the brand communication industry. I am entering Type A category - Display advertising (IN1A) which is “Paid-for media space on a third-party platform, including Banner ads, interstitial pages, pop-up windows.”
I have created a campaign advertisement for Nike South Africa through a collaboration with Superbalist and GreenCape (NGO.) This advertisement aims to create awareness in the Western Cape surrounding water sustainability.
Key message
"Make every drop count."
GreenCape acts as a middleman for businesses and the government and all who are wanting to create a greener SA. I believe that by supporting GreenCape, they can continue making a huge impact on bettering South Africa and bringing in investments to our country all the while, making it healthier and safer place to reside. Because GreenCape is a non-profit organisation, outside funding and volunteers are central to their success and can ensure that they are able to run well and full speed into the future and proceed with their youth work such as tutoring and can continue to encourage people to recycle through their waste@home program. These funds will hopefully, more specifically, allow GreenCape’s water programme to increase the productive use of water to support sustainable economic development as well as promote the uptake of green technologies and businesses and increase job opportunities and investment into green water technology and services, and improve water resource productivity.
3D rendered website banner ad & Instagram mockups.
Featured on both Superbalist & Nike.
Rationale
Use of Water
I added water to intensify and boost the “Every Drop Counts” campaign. The use of water connects the aesthetics of the visual and its message with the campaign slogan through the word ‘drop’ (which implies a water droplet).
Use of Plants
I used a bunch of plants, specifically Fynbos type plants that are specific to the Cape where GreenCape is based. I originally didn't use Cape based plants but found that the relationship between the plants and key insight was lacking. I chose to incorporate plants into my display advert as it strengthens the message of nature and preserving nature and natural elements. I think the plants could also be used as a metaphor for human life and how we rely on water.
How I created the plants: I used a few plant vectors, dropped them into Blender’s 3D software and then extruded them into 3D meshed objects.
Website mockups
Why Nike & Superbalist?
Superbalist is South Africa’s leading online fashion store that empowers young hobbiest, enthusiast sportsman and fashion followers. Already, Superbalist sell and push sales of their Nike products due to their popularity in South Africa. Together, a collaboration with Nike and Superbalist could be the dream team young people are waiting for. Both Superbalist and Nike have strong, powerful messages and opinions as well as campaigns and a strong connection and understanding of their consumers. Both have a huge influence over their customers. I believe that the two of them paired together will be able to have a huge impact and provide the perfect platform for GreenCape to reach a large, young, South African audience and consequently make a considerable impact on the water situation of the Cape.
Why GreenCape?
I heard about GreenCape through word of mouth. The reason I chose GreenCape is because many young people are becoming more and more aware of our climatic situation and the damage we, as humans, are doing to our planet through poor waste management, farming, CO2 emissions etc. Many young people are eager to do what they can, an example of this is the rise in vegan diets (a movement lead by many social media influencers and young celebrities) and sustainable clothing labels and revolutions such as #WhoMadeMyClothes. The drive is evident in young people however they don't always know what to do. I chose GreenCape not only because of the great impact they have made over the past seven years but because of their business perspective. I also loved the fact that they are a local organisation and that the young people who shop off Superbalist could actually be impacted by the effects of GreenCape in comparison to ‘some overseas organisation’. I chose GreenCape as they tackle many aspects of sustainability and also show people how its not just about being hippies - being green can be a business decision too.
Thanks for looking!
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