JWT Joburg tops Street Pole Ads award

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The Street Pole Ads Award, facilitated by GAS Advertising, is presented annually by Street Pole Ads to promote and reward excellence in outdoor creative execution; specifically acknowledging the appropriate application of creative to this particular outdoor medium.

Moodley and Brooks’ “Stay Sharp” Berocca campaign was selected by members of the Creative Circle to proceed to the online voting stage of the competition, and emerged as the public favourite in this year’s awards against campaigns for the SA National Blood Service, Financial Mail and Metro FM.

In addition to the grand prize trip to Cannes, Moodley and Brooks have secured a Street Pole Ad advertising campaign to the value of R 100 000.00 for their client, Bayer; and the four finalists have been entered into the outdoor advertising category at Cannes.

“The brief from our client was to demonstrate the functional benefits of Berocca (a effervescent tablet that keeps you sharp and alert) in a memorable way that rewards consumers, bringing the pay-off line to life in a creative execution,” explains the creative duo.

“We looked at the Street Pole Ads medium and visualised all the ways in which consumers would experience a message while driving past. We also felt that our campaign should be entertaining and rewarding - considering that most of our consumers would be stuck in traffic, making them somewhat of a captive audience.”

Simple puzzle

They continue, “By using a simple puzzle from an IQ test and spreading it over a run of three street pole ads, we utilised the time it takes to cover the distance from one street pole to the next as a stopwatch, if you will, that challenges consumers to solve the puzzle before they reach the next board, which gives them the answer. The faster they drive, the sharper they had better be - in more ways than one. And if you pride yourself on being sharp, you’re familiar with an IQ test format, you’re familiar with the time limit in which to solve it and you’re just the type of consumer who’ll get it and get Berocca, as a result.

The online voting element of this year’s competition invited industry players and the public at large to stand in line for a cash prize of R20 000 by simply voting for their favourite campaign. Selected via lucky draw, Tracy Kirkman is this year’s fortunate recipient.

“I think all four finalists used the Street Pole Ads medium to its full potential, but the bold and clear execution – highly visible to moving traffic – tipped my vote in favour of the Metro Fm campaign. The message was to-the-point and I loved the cheekiness of the positioning and insinuation,” says Kirkman.