Stumbled across this absolutely awesome campaign for The Zimbabwean newspaper. It is by TBWA Hunt Lascaris Johannesburg and won the Outdoor section at the Cannes Grand Prix 2009.
A fully integrated campaign across billboards, posters, flyers and murals, the producers used high denomination Zimbabwean currency to really make it hit home what Mugabe’s government has done to the economy.
The Zimbabwean was started in 2005 as a ‘Voice for the voiceless’ by a group of journalists in exile. Those journalists had been reporting on government corruption and generally about the negative state of the country under the current regime.
Mugabe responded in June 2008 by imposing a 55% luxury import duty on all newspapers produced outside of Zimbabwe, thereby rendering The Zimbabwean unaffordable within the country to the average reader. In order to make it accessible the call was put out for it to be subsidised by people outside of the country.
The ensuing campaign was to raise international awareness of the publication and the extraordinary challenge that The Zimbabwean faced in distribution.
Printing on Trillion dollar notes, various pieces of collateral were sent to media personalities, left at news stands where The Zimbabwean was sold and disseminated across billboards and murals throughout South Africa.
An amazing, tangible, thoughtful and powerful campaign to highlight an issue that is very much part of the times we live in.