Objective: Create a print ad that encourages university students to to read the Cape Argus newspaper.

 

Insight: Many students view daily news as boring, irrelevant, or too serious, especially when compared to the fast, entertaining content they consume online. But what they fear most isn’t missing a headline - it’s sounding uninformed or out of touch in conversations. We tapped into this fear of social ignorance to position the Cape Argus as a brain-boosting, conversation-starting remedy that’s as clever as it is credible

 

Creative Concept: We demonstrated through text-book-like medical diagrams how reading the Cape Argus every day is the easiest and best way to diminish ignorance and improve brain power. This ad appeared in university newspapers and magazines around the country.

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Creative Circle 'Ad of the Month': Print Category