Comments Neo Mashigo, chairperson for the month: "March Ad of the Month was a mix of very good and some okay work especially in print and outdoor. As a judging panel, we looked for the international awards entries but there were none, except for a couple of exceptional winners.
"My personal favourite is the KFC Add Hope Ambient piece; it really demonstrates how ambient can create a real dialogue with the consumer and have a real immediate call to action."
| Category | March 2012 |
|---|---|
| 1. Playboy SA "Crack Addiction/Deforestation/Silicon Valley" - Y&R | |
| 2. Independent Newspapers/Cape Times "Current Affairs" - Lowe Bull CT | |
| 3. Cape Town Fish Market "Fisherman 1,2,3" - Lowe Bull CT | |
| Ambient/Outdoor | 1. City Lodge Hotels "While you were Sleeping/Nature's Call/Alarm" - TBWA Hunt Lascaris Jhb |
| 2. KFC/Add Hope (KFC CSI Initiative) "Add Hope, Subtract Hunger" - Ogilvy Jhb | |
| 3. Brandhouse/Drive Dry "Police/Gangsters" - FoxP2 | |
| Film | 1. Vodacom/Mobile Movies "Brokeback/Shining" - Draftfcb Jhb |
| 2. Distell/Oude Meester "To the Masters" - 140BBDO | |
| 3. BMW/M5 "Speed" - Ireland/Davenport | |
| Radio | 1. Mercedes-Benz/Alter Assist "Cabo/Reunion/Boss" - Net#work BBDO |
| 2. ABSA/L'Atelier Art Competition "Creation/Exposure/African Baby" - The Jupiter Drawing Room Jhb | |
| 3. MTN "Elevator/After Hours" - The Jupiter Drawing Room Jhb |
| March 2012 judges |
|---|
| Neo Mashigo, Draftfcb Jhb (chair) |
| Nick Liatos, M&C Saatchi |
| Warwick Rautenbach, Net#work BBDO |
| Glenn Jeffery, Volcano |
| Laura May Vale, Euro RSCG |
| Charles Pantland, Ogilvy |
| Dana Cohen, TJDR |
| Adam Livesey, TBWA Hunt Lascaris |
| Anthea Webber, Ireland/Davenport |
"In radio, the winners were great but there was a great Greenpeace radio campaign that was sabotaged by the way it was entered. In TV, the competition was tight but the winners deserved their positions.
"I think we're going back to the days when our work was very Eurocentric and I worry about that. Maybe it is because of globalisation and we are all becoming one big Europe/America or we just choose not to allow our South African-ness to come through in our work."
For more, go to www.creativecircle.co.za, www.adlip.co.za and ididthatad.com.
