Above the Line

BP South Africa is one of the Metro FM Music Awards' biggest sponsors. We created a campaign for the awards, one that integrates both brands and creates hype for the event. Driving sales in store and giving customers a chance to win some cool stuff!! These were some of the print ads created for the campaign. Beyond these we also did a full airport elevator wrap as well as some billboards around town, viewable here: BP Metro FM Music awards outdoor advertising


The idea

BP print advertising introduction image

The entire campaign was centered around the target audience, speaking exactly to them. If for some reason the ads don't quite make sense, don't worry, you aren't the target audience. We had a full day to shoot, all celebs dressed by artists on the scene. My role was to first and foremost, come up with the overall concept, direct the shoot and do all the final artwork.


This campaign was well received by the general public. Those who listen to the featured artists. Included in these were also a set of print adverts and an entire elevator wrap. print adverts can be viewed here: BP Metro FM Music Awards print advertising

The adds

Using local celebrities that had the highest chance of winning an award, we set up a shoot day. The "big idea" was to show the celebrities on their way to the awards and also turn the local BP into and awards show. Showing red-carpets and flashing lights. Some innuendos on the actual lyrics in the songs that some of the zalebs sing.

bp print advertising oskido example
bp print advertising example

Due to the nature of the ads, the use of the target audience's most loved celebrities, a drive to win in-store as well as ideas focused directly on the right consumer. The campaign was a massive success. The driving force behind a good concept is the connection it creates with the end-consumer, the human truth that lives in the message conveyed.

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