Cheaper than money, the Trillion Dollar advertising campaign for The Zimbabwean, added to its medal haul at the weekend, when it scooped two more awards - including a Grand Prix - at the Loeries Annual Awards festival.The campaign, run by TBWA\Hunt\Lascaris, scooped the Grand Prix for outdoor advertising and a bronze medal in the communication design category.
Campaign billboards carried the line, Its cheaper to print this on money than paper, showing how, due to Zimbabwes economic decline under the Mugabe regime, it would be more cost-effective to print The Zimbabwean on the useless Zimbabwean currency than on paper.
The campaign, launched last year, broke records when it won seven Cannes Lions at the 2009 International Advertising Festival, becoming the single most awarded advertising campaign to come from South Africa in Cannes 56-year history.
The Trillion Dollar campaign consisted of various creative elements, including posters and billboards, all made entirely of Zimbabwean dollar bank notes, most of which did not last three months, as they were swept away by hyper-inflation.
The use of the collapse of the Zimbabwean dollar was an analogy for the collapse of the country. The idea developed into using actual notes as the medium of the campaign, since the money had no value in terms of purchasing power.
Post published in: News