This project consists of 5 billboards, 6 posters, 2 stickers, and two radio ads all intended to promote the idea of recycling amongst regional road drivers in South-Africa. This campaign is also intended to promote the idea of eco-asphalt usage.
When speaking of Recycling, it is almost as if the word has lost its effectiveness. Because of this reason, the creative strategy is to shift the focus from pollution as the problem, to HDPE plastic as the cure to the Pothole disease. Shisalanga is a construction company based in KZN who has effectively created an eco-asphalt which uses HDPE plastic to tar roads. Potholes are a recurring problem which every driver in SA is aware of. The idea is to place the focus on collecting plastic to fill potholes rather than just recycling. The creative concept is “The road to recovery”.
This concept focuses on the idea that the situation of potholes and plastic are already at its worst point and can only recover from here. The audience is asked to become HDPE donors to cure the pothole disease. The campaign name is Bottles4Potholes because HDPE is mainly used for bottle packaging. The applications used are specifically intended for regional road drivers to be able to read in the drive by. Because of this, large text is used to attract the attention of the cars driving by. Textures are used in the background to signify tarr roads, cracks and holes. Humor is used to further attract the attention of people driving by whilst putting a smile on their faces and leaving them with a positive attitude about the brand and the message of the campaign. The slogan for bottles4Potholes is “Become a HDPE Plastic donor. Cure the Pothole disease”. All texts are kept to a minimum because they have to be readable whilst driving by. South- Africanisms are used to link humor with the brand whilst also connecting with the target audience on a personal level.
Billboards
Five Billboard designs were created, each filled with humor and all of them asking the target audience to become an HDPE donor and to cure the pothole disease.
Street Posters
Street-side poster designs were also created with the same purpose of the billboards. Every application aims to make a bad situation better because that is the South African way.
Truck Stickers
Radio Ads
Radio ads appeal to the hearing senses of the target audience. In this way, they are viewing, and hearing about the campaign. Another element which was made was car stickers. These were created to be placed on the back of cars.
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