Lucky Pet, Jupiter Drawing Room
For a word on Robin we spoke to Creative Director Justin Gomes of FoxP2. "Robin walked into FoxP2 covered in dust around 2008. He had spent a year travelling through Africa on his motorbike. He dusted himself off pretty quickly, winning four Loerie Golds and a Cannes Lion in his first year back as an Art Director.
When he told us he wanted to leave FoxP2 and start directing, we told him he'd never work in this town again. We then told him we were joking and had an immediate project for him - a little Biblioteq viral that went on to win Robin his first Loerie. Since then, we have watched Robin grow in leaps and bounds and his brilliant treatment of the Drive Dry Prisoner has seen it take SA by storm..." The Brandhouse Drive Dry TVC delivers a provocative message that taps into an existing truth in an effort to curb the carnage on South Africa's roads.
Brandhouse Drive Dry, FoxP2
"The thought behind the commercial was to show the consequences of ending up in prison for drunk driving. To portray authentic prisoners we used real people and not actors. We then placed them in an environment that reflected the reality and demographics of South African prisons. Our objective was to find reformed ex-offenders, people who had been in jail and experienced prison life. No one better than the real deal themselves could deliver such powerful performances drawn from real-life experiences," commented Robin on the campaign. The ad was conceptualised by FoxP2 in Cape Town.
In addition to the Drive Dry ads, Robin has a World Cup Adidas campaign for TBWA Cape Town as well as spots for Jupiter and FoxP2 already under his belt. 2011 promises to be a good year. www.giantfilms.tv
To view the Drive Dry ad click here...