Dollar campaign

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The Trillion Dollar Campaign is an outdoor advertising campaign launched in 2009 to promote the newspaper The Zimbabwean in South Africa. The campaign was created by advertising agency TBWA Hunt Lascaris with the goal of both increasing awareness of the newspaper itself, and of the growing problems of hyperinflation in Zimbabwe and increasing restrictions on free speech by the government. The Trillion Dollar Campaign made extensive use of Zimbabwean banknotes, repurposing them as printing paper for handouts, billboards, and poster advertisements. The campaign was highly successful, and gathered significant publicity; first in other South African newspapers, then in other media such as television and radio, and finally in international publications such as The Guardian and The Times. The Trillion Dollar Campaign went on to win several honours from the export marketing community, receiving Golds at The Art Directors Club Awards and the ANDY Awards, and taking home the Grand Prix in the Outdoor category of the 2009 Cannes Lions International Advertising Festival, the most prestigious awards ceremony in the advertising industry.



Production

Background

In 1999, Wilf Mbanga founded an independent Zimbabwean newspaper titled The Daily News, with the goal of providing neutral coverage of events occurring in the country. The paper operated for three years before Mbanga was arrested for anti-government activities. While he was eventually acquitted of the charges, The Daily News was banned by the government of Zimbabwe, and Mbanga was declared an "Enemy of the People". Following several death threats, Mbanga fled to Europe, staying first in The Netherlands before moving on to the United Kingdom.



References:

1.http://en.wikipedia.org/wiki/The_Trillion_Dollar_Campaign



External Links:

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