Keep the flag flying for 30 more days

Its group CEO, John Dixon, said, "The agency and its staff in our three biggest cities have committed to wave our flags for 30 days after the final world cup whistle has blown and we're challenging our clients, our suppliers and our countrymen to do likewise until we all - at the same time - stop, pause and create a 'Minute of Noise for South Africa' by trumpeting with our famous vuvuzelas, hooting the horns on our 'chorries', whistling, yelling and shouting.

"This will send a clear and loud message to the rest of the world: Africa's time has come, South Africa's time has come."

Avoid post-party blues

"As South Africans, we have experienced an unprecedented high during the World Cup month. Which means, given the fact that all host nations have suffered from post-event depression, we're due for an even lower low, when the final teams and soccer tourists return home.

"Well, we here happen to believe that South Africans can pass on the 'depression' because we feel in our gut that we haven't just been celebrating soccer these past few weeks, we've been celebrating us - our passion, our drive, our spunk, our 'gees'. That's several damn good reasons to go on celebrating. And the best way to do this is with our awesome flag. The flag hasn't actually been a symbol of our soccer enthusiasm. It's been a symbol of our enthusiasm for us - of what we can accomplish.

"We showed the world our true colours, we showed our guests true African hospitality but most importantly, we showed ourselves that with one spirit, we can do anything."

Clients, staff, song

To kick off the campaign, the agency has spoken to its clients to initiate massive internal staff drives celebrating South Africa and reinforce a sense of pride in its World Cup achievement. It has also shown clients how the concept can translate into their existing advertising and marketing campaign using a flag-inspired device, and is currently compiling a manual detailing how other companies and brands can similarly join in.

Lexus became the first brand to join the agency in its bid to fly the flag by agreeing to include the device developed by the agency in all three of its television commercials it will be running during the period.

In addition, the agency is recording a song it will distribute to the country's radio stations and investigating ways to get the flag flown high over South Africa's cities in the month ahead.

Everyone must join in

"You know, the agency believes passionately in South Africa and its people and we'll be putting our heart and soul behind the flag for months and years to come. But we don't want to retain ownership of this concept we've developed, we want any company, any brand, any media owner who identifies with our passion and shares our commitment to our country, to join us and introduce the initiative to their own audiences in their own way," he concludes.

Any company wanting to join the Fly the Flag initiative can obtain the necessary artwork and accompanying details from Draftfcb Johannesburg by phoning Heidi Nelson +27 (0)11 566 6000 or by emailing az.oc.bcftfard@galfehtgniylf.

For more, go to www.keepflyingtheflag.co.za.