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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.

24 Apr 2005

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.