What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Showing support for 2010
In a show of support and positivity for the 2010 Soccer World Cup, Lowe Bull recently designed a proactive advertisement for Metropolitan, intended to inspire South Africans to work together and make a success of the event. Metropolitan sponsors the under-19 Football League.
"Metropolitan is a truly African brand," comments Kirk Gainsford, Lowe Bull Cape Town's art director on the ad. "They believe that if one person achieves we all achieve. That's their vision. And we really brought it to life in this campaign.
"The idea was to create a positive outlook on South Africa, and 2010 - they wanted to get behind people and inspire South Africans of all walks of life to pull together to make it work."
The ad was created by the same illustrator who has drawn Metropolitan's other current adverts, and features a host of 'characters', hoisting a banner that reads, "Together we can", all amalgamated into the shape of the World Cup trophy.
Inspiring text below the picture encourages an attitude of working together for success. "If you look at the ad, all kinds of people are featured, underlining the notion that we all have an important role to play," says Gainsford.
"It's a fun, fresh look for a financial institution," he adds, "and I think its beauty lies in the fact that it's very simple, very accessible communication. And it's been a tremendous privilege to work with a financial institution on communication that genuinely has a soul."
