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National emblems, national pride
South Africa, like most countries, names its sporting teams in recognition of its wildlife, ranging from lions to proteas and everything in between. Now imagine South Africa without its rich diversity of flora and fauna. This was the rationale behind the development of the latest campaign for the Mazda Wildlife Fund by Grey.
"Freestate Pylons"
The obvious and rather amusing alternatives are the abundant electric pylons, cooling towers with billowing smoke, and oil rigs instead of sharks, communicated through badges on team blazers and other apparel - humorous yet thought-provoking.
"Most advertising talks about being able to see the animals, to enjoy the sight of our beautiful country, but we've tried to show that our wildlife is more than just that; it is also a part of our pride as a nation, and filters through all areas of our lives," says Grey's executive creative director, Mike Barnwell.
