Night Drive

The Brief:
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.

The Solution:
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 Results:
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