The agency won first place with two of their campaigns in the Newspaper category - Dewfresh long life milk and Mail & Guardian online. The Creative circle is a monthly contest in which advertising agencies have the opportunity to not only show off their best work, but also get measured against the best in the industry.
Says Francois Boshoff, Volcano's co-Creative Director: “We believe that in order to cut through the clutter of media in which consumers are constantly being subjected, advertising should be impactful, relevant and succinct. It is on this basis that the agency constantly delivers advertising that successfully meets its clients' objectives.”
Volcano's philosophy certainly seems to work and is reflected in both the Dewfresh and Mail & Guardian ads. In each case, the ads were self-explanatory and the message easily understood.
With Mail & Guardian, the objective was to inform readers that by visiting its website, they have immediate access to up-to-the-minute news. This outdoor series simply and directly demonstrates the importance of the Mail & Guardian's on-line facility in keeping people abreast with the very latest, ever-changing news.
The Dewfresh campaign illustrates the product's ‘long life' benefit and the advantage of taking it into inhospitable areas such as a tropical rainforest, arid desert or frozen wasteland.
“Our success at the Creative Circle Awards bodes well for entries submitted for other Awards,” Boshoff added. “Volcano has an agency-record fourteen finalists at the Loeries and we are also one of four finalists in the Newspaper category for the Pendorings.”