Making things clear cut
The first task faced by contestants in new reality TV show The Cut, which begins on SABC 1 at 9pm on 29 August 2006, was to conceptualise, design and flight their own outdoor advertising campaign. Clear Channel Outdoor contributed to the three-day challenge by providing design and flighting expertise.
This culminated on the third day, with the two teams flighting their masterpieces on two Clear Channel Outdoor Citilite faces.
Clear Channel Outdoor was eager to sponsor the first episode, particularly as many designers do not understand the creative rules that apply to outdoor advertising.
"Outdoor Advertising provides a 'creative canvas' for delivering brand messages, and requires a simple, legible and impactful message that can be absorbed by consumers in seconds," comments Nuno dos Santos, senior designer at Clear Channel.
The Cut follows creative contestants tackling real world design challenges, as well as being exposed to the realities of the business they are about to enter. The format offers a chance for talented, fascinating and outspoken young people to win big and to even become a future design icon.
Sixteen contestants compete in a knockout-based series of 13 episodes. Each week the contestants are divided into two teams, with a challenge designed to test the contestants and determine who is able to think, and create, on their feet in the most unusual and trying of staged circumstances.
