Inspiration for SA's roads campaign

The South African National Road Agency (SANRAL) has taken a leaf - and a spider and a hand - out of nature's book to breaks the stereotype of parastatal advertising and make some powerful points.

Groovin Nchabeleng, CEO of Blueprint, the agency responsible for the multimedia campaign, says: "Nature is incredible in both its simplicity and complexity and we have borrowed from those aspects of the natural world around us to communicate how South Africa's roads provide both an easy, comfortable and efficient way to travel while, at the same time, comprise an intricate interlinking web that takes the traveler anywhere he or she wants to go."

Under the banner of "Connecting a Nation" the ads make the point of how SANRAL is all about connecting South Africans: "Like a roadmap, it's all about connectivity. A spider in a web of interconnecting lines on a roadmap, the veins in a leaf speak of the environment and the hand's lifelines indicate the coming together of empowerment."

The print campaign is backed by a series of TV commercial and radio ads to be phased in over the next 30 days.