Records smashed across the globe

JOHANNESBURG - Barely a year after its launch, the Trillion Dollar Campaign has smashed advertising records across the globe on its way to becoming the most highly awarded advertising campaign in history.

Fight the regime that has crippled a country, screams one of the billboards in the campaign, created by TBWA\Hunt\Lascaris, a top South African advertising agency, on behalf of The Zimbabwean.

The Trillion Dollar Campaign was launched in 2009, mainly to raise awareness regarding the plight of the independent newspaper, then subjected to paying outrageous 70% import duty by the government of President Robert Mugabe. A winning trend was set in motion when the campaign scooped seven Cannes Lions at the 2009 International Advertising Festival, where it won two Bronze Lions, two Gold Media Lions for the best use of mixed media, one Gold Outdoor Lion for the best outdoor and the Grand Prix, at an awards ceremony held on June 23 2009.

The campaign had previously bagged the Silver Direct Lion awarded at the opening awards ceremony, bringing its total number of Cannes awards to seven for a single campaign. For the record, the Trillion Dollar campaign is believed to be the single most awarded campaign coming out of South Africa in Cannes’ 56-year history.

These were followed by two more awards – including a Grand Prix, at the Loeries Annual Award festival, held in Cape Town later that year and a record second Grand Clio for Integrated Campaign at the Clio Awards ceremony in the United States of America last month. The Clio Awards is one of the world’s most recognised international advertising, design and communications competitions honouring creative excellence and innovation.

The campaign also won the first-ever ADC Black Cube for best-in-show in advertising at the Art Directors Club (ADC) 89th annual awards gala in New York City on May 19 2010. This was the first time in 12 years that the ADC recognised a best-in-show. Its Black Cube was established for last year’s 88th annual awards – but had no winner. The Trillion Dollar campaign also won an ADC Gold Cube in advertising for print innovation, campaign, poster/billboard/outdoor. ADC Cubes were awarded for work from 25 countries this year.

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