What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Talking to the consumer
Cell C's latest outdoor campaign called 'Conversations' is targeted at South Africa's diverse cultures using original artwork from various local artists, with a subtle Cell C logo in each of short expressions flowing from a speaker's mouth to a listener's ear. Cell C's brief was to show the different ways it enables people to communicate with one other and to strengthen the 'for yourself' identity, which is all about individuality.
With this in mind, the Net#work BBDO creative team set about commissioning top artists to interpret expressions into visual language with only one criterion - make the visuals as beautiful as possible to reward viewers for taking the trouble to look at them.
