Life imitates art

click to enlarge

The recent Joe Public Tracker campaign, created near the end of 2010, was based on true stories aimed at showing that service is not just about recovering cars. Now the concept of tracking down a missing child has been actualised when two year old Isabella Krog was abducted in Durban by her father in January 2011. Ten days after her disappearance, she was tracked down in Kimberley through the system and reunited with her mother. Says Pepe Marais, executive creative director at Joe Public, "The truest form of communication comes from real insights told by everyday people. Following our research we stumbled across an insight that clearly defines all that is at stake for the brand."