Keep the Flag Flying

Posted by marieClairvoyant on Jul 28, 2010 in ed's note | 0 comments

Draftfcb has developed Keep Flying, an initiative to help South Africa deal with the imminent hangover caused by the World Cup leaving town. This campaign aims to cure the babbelas and, more importantly, harness and sustain the spirit of the World Cup by keeping the flag flying for 30 more days. The agency briefed numerous production houses to come up with their own take on 30-second commercial. The only requirement was that the copy they’d written appear in the final version, in any form.

Our friends at whatwewant took the approach of using the commercial as a springboard to a broader campaign. Damian Armstrong says “We shot a whole lot of artists illustrating words from the copy at Soccer City and then gave a call-to-action at the end: What if you left a message? Visit www.keepflying.co.za <http://www.keepflying.co.za> .The idea from here is to get loads of South Africans to go to the site and submit their own messages of support and optimism, simply by holding up pieces of paper to their webcam or designing something and uploading it. It’s a great opportunity for all South Africans to get involved in a user-generated campaign that reminds us of how awesome our country really is. And who knows, maybe in the future there’ll be a coffee table book…”

Nice the Marie Claire Team will be leaving a message shortly….

Aspasia

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Links

Keep Flying Site: http://www.keepflying.co.za/
What If…you left a message?: http://www.keepflying.co.za/Message.asp
Our commercial: http://www.facebook.com/#!/video/video.php?v=10150249997875393&oid=134391663250585