As part of having won the Pendoring Prestige prize for the Afrikaans-language campaign for online store kalaharim.net, copywriter Antoinette Fourie of South African ad agency Joe Public will be spending two weeks at Grey Advertising in New York.
Fourie was one of the following creative team that worked on the kalahari.net campaign: Pepe Marais (executive creative director), Liezl-Mari Long (creative director), Brendan Hoffman (art director and illustrator), Liezl-Mari Long, Clint Bechus (copywriters) and David Prior (photographer).
Says Fourie: “Afrikaans is neglected too easily in the advertising industry, which is actually quite absurd if you take into account that it is the third largest language in South Africa and the market out there so big. I would dearly like to see the creation of far more original Afrikaans work.’
Commenting on the opportunity to work on the kalahari.net campaign Fourie says: “As the book store started selling academic handbooks, the campaign targeted students directly. We all know how students tend to use and abuse second hand books, hence the message that they could buy brand new books at very affordable prices. And because the campaign focused on students, we could be more sharp and humorous.’
Executive creative director Pepe Marais says although kalahari.net is one of Joe Public’s smaller clients, it is one of their best when it comes to creative solutions, as the popular “Click click. Ding dong’- TV campaign of some two years ago proved. “Because of their small marketing budget, they firmly believe creative work pays best, on all levels, as a result our work for them is always of the highest quality.’
