Develop a low cost campaign for the South African horror film, Night Drive to appeal to a 18-25 year old male audience. Communicating the central theme of the film; the gruesome murder of civilians for African witchcraft related rituals, provoke debate and intrigue around the cultural dynamics at work in the film and in the country.
Basing our campaign on the film’s theme of ‘Muti Murders’ – A South African term that refers to the gruesome killing of civilians for their body parts, we developed a low cost solution that promoted the film by illuminating a real issue in the country and stimulated national debate around a topic that is ordinarily considered too sensitive to discuss in public.
The R30.000, Night Drive campaign generated over R6.6 Million in free media. The campaign reached nearly 54 million people worldwide.
Awards for the campaign to date:
2 x Gold Loerie Awards