copywriting portfolio

henda scottcopywriting portfolio

3contents

toot & scoot

nando’s

whiskas

darksky.org

lawyers for human rights

mageu no 1

deco flooring

south african depression and anxiety group

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37

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Henda Scott, Stuart Sims and Conrad de KockHenda Scott and Stuart SimsHenda Scott

Concept:Copy:

Art Direction:

5toot & scoot

Increase awareness for Toot & Scoot, a new chauffeur service in South Africa.

The target audience is people who indulge in excessive drinking, yet are re-sponsible enough to know not to drive home.

People who can afford this service (it is quite expensive), aren’t always aware of all the benefits that distinguishes it from other chauffeur services.

This campaign is based on the fact that when you drink and drive, your chances of getting in a car accident are very high. Although cars have

certain safety features to ensure that injuries to the driver or passen-gers will be minimal, ideally accidents would be avoided altogether.To ensure your car’s safety features aren’t necessary, you should let

Toot-n-Scoot to drive you and your car home.

brief

insights

concept

6

radio television outdoor alternativeprint

toot & scoot

DPSCAR Magazine

7


toot & scoot

Print AdMen’s Health

Print AdFinancial Mail

9nando’s

Write a 30 second radio ad for any Nando’s product, service or promotion (existing or fictitious).

The campaign introduces a new delivery service run by Nando’s, called‘Hot Chicks on the Beach’.

This service will deliver Nando’s hot chicken exclusively to selected beaches in the Western Cape area during the month of December.

The campaign revolves around humourous scenarios that may occur when the ‘hot chicks’ that are advertised are thought to

be beautiful ladies instead of warm food.

brief

service

concept

10

print television outdoor alternative

nando’s

radio

Client: Nando’s MVO1: Pervert, but very geekyProduct: Hot Chicks on the Beach FVO1: Professional, with husky voiceTitle: Hot Line Duration: 30’’ MVO1: Hi (clears throat), um yeah, I heard you guys have um, hot chicks?

FVO1: (At the other end of phone line with a bit of static) Of course sir, we’ve got quite a selection of hot chicks available.

SFX: Porno music (saxophone) playing softly in the background.

MVO1: Swe-et (Low voice). Um, ok well tell me a bit more…

FVO1: Well certainly sir, what would you like to know?

MVO1: Like, what are they like?

FVO1: Honestly sir, they’re all really hot.

MVO1: Uh-huh, right, so how do I make my choice?

FVO1: That’s really up to you sir. Do you prefer hot breasts…?

MVO1: Oh yes (exhales).

FVO1: …hot thighs…?

MVO1: Hmmm

FVO1: Or maybe some hot wings?

SFX: Porno music suddenly stops.

MVO1: Sorry, wings?

ANNCR: Nando’s presents “Hot chicks on the beach”. Delivering our famous grilled peri-peri chicken to selected beaches this summer. To order your very own hot chick, phone oh eight six one H-O-T H-O-T

11

print television outdoor alternative

nando’s

radio

Client: Nando’s MVO1&MVO2: Arrogant jocksProduct: Hot Chicks on the Beach MVO3: Stupid jockTitle: The Man Duration: 30’’ SFX: Locker room of a sports team, showers.

MVO1: Dude, I heard Jason got some serious action with a hot chick on the beach last night.

SFX: Hoots and cheers

MVO3: No way man, really?

MVO2: Yup. Man it was amazing!

MVO3: Oh come on man, tell us about it… was it hot?

MVO2: So hot man, I was sweating for an hour afterwards.

SFX: Wolf whistling

MVO2: I’d wanted it for like a month and then bam! My moment of truth…

SFX: Noise fades and everyone is quiet.

MVO2: I was like, where do I start? So I nibbled a bit on a succulent breast…

MVO1: My boy!

MVO2: … then bit into an even hotter thigh…

MVO3: Woo-hoo. Dude, you’re the man!

MVO2: …and finished of with a nice, juicy drumstick…

MVO3: Wait, what?

ANNCR: Nando’s presents “Hot chicks on the beach”. Delivering our chicken to selected beaches ‘til 10PM this summer. To order your very own hot chick, phone oh eight six one H-O-T H-O-T

13whiskas weight management

Inform cat owners of the importance of a healthy diet for their pets and encour-age them to try Whiskas Weight Management, for overweight and inactive cats.

When you don’t look after your cats’ diet, they may gain weight.This will prohibit them from living a healthy life and doing things that cats normally do. A healthy cat is a happy cat, because it is able to

participate in all the activities that cats enjoy.

Showing the negative effects of feline obesity, by means of a cartoon about the life of amiserable fat cat , who is unable to live a healthy, happy life.

concept

message

objective

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whiskas weight management

Oh right, YOU try�tting through there.

He doesn’t like it, hethinks he’s a person.

Just let him use the �ap.

Because a healthy catis a happy cat.

Please, the only thing I’m scared ofis that thing breaking under me.

Shame, he just staresat it. He must be scared

of heights.


02

01

15


whiskas weight management


Why is he chewingon my shirt?

Oh, he’s just kneading...He must be content.

The things I do tokeep from snacking... Ooh, hairball?

No, just steering clear ofprotein, carbs and fat.


03

04

Drawings by: Robert Pirow

17darksky.org

Raise awareness for the impact that light pollution is having on the environment.Specifically raise awareness of the International Darksky Association.

Light pollution extremely easy to prevent.By simply switching off unnecessary lights at night, many of the effects of

light pollution can be minimised

Turning Sky glow (one of the effects of light pollution) into a fictitious product SKYGLOW.

The negative effects of light pollution is then communicated througha series of viral ads and an infomercial in a fun and entertaining way.

brief

message

concept

18

print radio outdoor alternative

darksky.org

television

MVO1:

FVO1:

MVO1:

MVO2:

MVO2:

MVO1:

Tired of those long magical night skies dotted with millions of stars? Introducing SKYGLOW! The plan-ets number one magic buster.

SKYGLOW has truly changed my life! My pupils no longer really dilate at all, as the difference be-tween day and night is tiny!

Now you can join one fifth of the world’s population, who no longer have to look at the Milky Way.

It’s SKYGLOW!

Skyglow!

Is it night? Is it day? Who cares?

Scene 1

Scene 7

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Scene 9

SKYGLOW

darksky.org darksky.org

SKYGLOW

Viral Ad | Infomercial InsertThe whole ad is done in a very

cheap, over the top manner. Transitions are cheesy and

badly edited. The purpose of this ad is to be used during the airing of the infomercial as little inserts, but also to

be uploaded onto YouTube, where it can be downloaded

and e-mailed to friends.

19


darksky.org

television

MVO2:

MVO1:

MVO1:

MVO3:

MVO1:

MVO2:

Skyglow!

Waste light, waste money! Get SKYGLOW!

… are truly amazing!

Light pollution is costing you money and causing harm to the environment. Switch off all unnec-essary lights at night.

The effects of SKYGLOW…

Skyglow!

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SKYGLOW

SKYGLOW SKYGLOW darksky.org

darksky.org20

print radio outdoor alternativetelevision

Script for InfomercialThe video looks like an infomer-cial set in a planetarium. There

is a male host (Dylan), who gives information and does

demonstrations and a female “consumer” (Sarah)who is

interested in the product. Both Dylan and Sarah are sicken-

ingly enthusiastic about SKY-GLOW and act very animated

and excited throughout the entire show.

[Insert short ad for SKYGLOW]

Dark stage, planetarium narrator booms over the loudspeaker:

ANNCR:It’s the latest thing on everybody’s lips, the phenomenon that’s taking the world by storm. You’ve heard about it, you’ve

read about it, now see it for yourself. Lighting up cities from Toronto to Tokyo

Iiiiiiiiiiiiit’s SKYGLOW!

[applause]

A spotlight shines on the stage at the front of the planetarium where a man and

woman are standing behind a counter.

DYLAN:Wow, welcome everyone! I’m so excited to share this wonderful product with you. I’m Dylan Jones and with me is the lovely

Sarah Michaels and we are here to tell you about the magnificent little thing we

like to call SKYGLOW.

[Ooh-ing from audience]

Now Sarah, we were chatting before the show and you said you’ve heard some amazing and astonishing things about

SKYGLOW, but you weren’t quite sure if they were true, right?

SARAH:That’s right Dylan! I was pretty sure

SKYGLOW was a fairly new or recent

development. I couldn’t believe it when someone told me that SKYGLOW has actually been around for quite some

time. Has it really?

DYLAN:Why yes Sarah, SKYGLOW has been

around for just over a hundred years, but with improved technology, it is now big-

ger than ever.

SARAH:Oh wow. So tell my Dylan, what exactly

is SKYGLOW?

DYLAN:I’m glad you asked Sarah. SKYGLOW is the scattering of light by clouds and atmospheric particles that make it dif-ficult to see stars and other features of

the night sky.

SARAH:Sounds exciting! What does this mean

for me?

DYLAN:Well Sarah, just have a look at this.


SARAH:Wow, I’m blown away! And I hate to ask you this Dylan, but what exactly is this

going to cost me?

DYLAN:Well, to tell you the truth Sarah, Ameri-cans actually spend over 10 billion dol-lars a year on SKYGLOW. But the exact amount you spend will depend entirely

on you.

SARAH:I’m confused. So you’re saying I actually get to decide what I pay for SKYGLOW

myself?

DYLAN:That’s right!

SARAH:So roughly what can I expect to pay for

something as unique as SKYGLOW?

DYLAN:Well Sarah, ha ha, you will pay about a third of your monthly electricity bill for

SKYGLOW.

SARAH:So you mean to say for less than half the

amount I pay for electricity a month…

DYLAN:You get to live under night skies fuzzy

with the haze of reflected light. Amazing isn’t it?

SARAH:Unbelievable! Tell me a little more, I’m

truly curious about this.

DYLAN:Before we get into the details, Sarah,

let’s get an audience member to partici-pate in a little demonstration.

SARAH:Ooh, sounds interesting.

DYLAN:It certainly is. Who would like to volun-teer to feel the indescribable effects of

SKYGLOW?

The audience members put up their hands. A 40-year-old male named Bob is

selected and called onto the stage.

DYLAN:Fan-tastic. What’s your name, sir?

BOB:It’s Bob.

DYLAN:Well Bob, are you ready to experience

SKYGLOW?

BOB:I sure am Dylan.

DYLAN:Well just follow this young lady to a room

we have set up for you. It’s equipped with a comfortable bed and some books to make you feel right at home. And my, looking at the time, please feel free to

have a little nap.

21darksky.org


DYLAN:It’s my pleasure, Sarah. And until next time… waste light, waste money. Get

SKYGLOW!

[Applause]


SARAH:Wow! That’s bright isn’t it?

Shot on audience members all blinking, trying to get their eyes to adjust to the

new light.

DYLAN:That’s SKYGLOW for you, Sarah. Just give your eyes a minute, they’ll adjust

soon enough.

SARAH:That’s better. I’m completely blown away

by SKYGLOW. Audience, what do you think?

[Applause]

DYLAN:And you might have noticed Sarah, that

you can no longer see the stars.

Sarah looks up towards the ceiling.

SARAH:That’s true! It’s like they’ve completely

disappeared!

DYLAN:Told you, this is potent stuff. But wait,

not only can we no longer see the stars, let’s check in with Bob in the back room and see how he is responding to SKY-

GLOW.

Cut back to the room where Bob was sleeping. He is getting up and straight-ening his clothes. He looks around the

room, confused.

SARAH:What’s he doing Dylan?

DYLAN:Well, he’s getting ready for work, Sarah.

SARAH:But he’s only had 10 minutes of sleep

and surely he doesn’t need to get up for like another 7 hours?

DYLAN:That’s the beauty of it! His circadian clock is responding to the melatonin

levels in his body, which we know have been altered by SKYGLOW. He hasn’t had the rest he needs, but his body

doesn’t know it.

SARAH:Amazing!


DYLAN:Well, you’ve all seen the unbelievable ef-fects SKYGLOW can have on us. Thank

you for joining us!

SARAH:And thank you for showing us all these

amazing things, Dylan.

BOB:Alrighty, will do.

Bob heads behind a divider and the camera follows him into a room that

looks like a homely bedroom. There’s a reading lamp on the bedside table, but little other light besides that. There is also a window facing the planetarium,

with soundproof glass. The audience can see him, but he can’t hear a thing.

Bob gets into bed and starts reading.

SARAH:Well that looks cosy doesn’t it?

DYLAN:Sure does Sarah! We’ll give Bob some

time to relax and check back with him in a moment.

SARAH:Well while he’s getting comfortable, why don’t you enlighten me on some of the

other benefits of SKYGLOW?

DYLAN:I’d love to Sarah.

SARAH:So you were saying night skies fuzzy

with the haze of reflected light.

DYLAN:Right, and you know what this means…?

SARAH:Well…

DYLAN:This means it will change the way you move about, communicate, find food,

and even select mates.

SARAH:Wow, that’s incredible!

DYLAN:What’s even more incredible is that SKY-GLOW will disrupt your body’s ability to calibrate circadian rhythms, which we all know influences our hormone levels and

sleep schedules.

SARAH:I can’t believe it!

DYLAN:I know. It’s hard to believe, but let’s

check back with Bob in the back and see how he’s doing.

In the room, Bob is sleeping soundly.

SARAH:Looks like he’s getting a good night’s

rest Dylan.

DYLAN:He sure is Sarah. Now, let’s us bring out the SKYGLOW and see what happens.

Dylan switches on a giant light and ev-erything lights up.

22

Stacey Palmer - StrategyJonathon Blumenthal - StrategyDarren Cassarchis - MultimediaGavin Wilmore - MultimediaGenevieve Janse van Vuuren - Art DirectionNicole Christos - Visual CommunicationDeeshana Chetty - Visual CommunicationHenda Scott - Copywriting

23lawyers for human rights

Help victims of Xenophobia reintegrate into their communities and increase awareness for Lawyers for Human Rights in marginalised communities.

Language plays an important part in identifying a foreigner or someone who is different to you.Our target audience feels a sense of disempowerment , as they feel their voices are not heard.

A possible solution to this problem could be to put the foreigners and the locals on the same side, to show them that they are in this situation together.

By using the power of language, we will show that in a shared world, words are more than sound. In their meaning we find common ground.

brief

insights

concept

24

print radio television alternative


outdoor

Wall in AlexandraThe wall reads:

“My Struggle is Your Struggle”Every week a new African

Language translation is added, to encourage communication

and act as a modern dayRosetta Stone.

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print radio television alternative


outdoor

“My goals are your goals.” “My water is your water.” “My journey is your journey.”

26

radio television outdoor alternative


print

One Man’s Journey Home

Home is an empty field with a few scattered possessions.Walking away from the deserted campsite he thinks of all the places he’s lived in over the past three years and how none of them came close to the one place he truly felt at home. His home country. Some of his friends had the opportunity to go back there, he didn’t. Instead he is stranded in a place where he’s not welcome, heading to a home that doesn’t exist.He walks with his head down, not daring to look forward, not wanting to look back. He doesn’t have to lift his head to know what’s in front of him. The crowd of people, carrying small children and what’s left of their possessions on their backs, takes him back to the first time he had to leave home. His real home. The place where everyone speaks his language and calls him by his name. Mozambique.

SOUTHERN AFRICA

BY HENDA SCOTT

He recalls the view from his small bedroom window: dry grass fields, tall tropical trees and a winding dirt road. Outside the house he would look out at his cows, the chicken coop he built himself and the rusty washing line with three or four worn shirts swinging in the wind. He wasn’t a wealthy man. He kept a regular job and cultivated the land around his house to feed his family. Life wasn’t always easy, but look-ing at his wife and beautiful son, he was content to live a simple life in his beloved little village. Until the fighting started.

Gunshots make for an effective, if petrifying alarm clock. At first he convinced himself they were coming from their side, protecting them from whoever threatened their safety. That worked for about a month or two, but in a country torn apart by a civil war it became increasingly difficult to reassure himself. Soon every gunshot became a potential assault on his family and eventually the only choice he had was to leave. So he packed up his meagre possessions, said goodbye to his home and took off to a safer place.Safety, it turned out, came at a price. He gave up his house and land for a tiny hut in a township close to a big city. They were surrounded by lots of foreigners and he was relieved to be with people who understood him. He did some odd jobs in the city and man-aged to support his family. It was

30

Forced to moved for the fourth time in three years, David Nhamwavane searches for a place to call home.

Advertorial forTIME Magazine

27

radio television outdoor alternative


print

easier than he thought it would be. People seemed very keen to employ foreigners and he started getting more and more jobs. He started to notice some hostility from the South Africans, but it was never more than a few snide comments like:“kwerekwere, you take our jobs” or “go home, you don’t belong”. These remarks didn’t bother him, as he assumed they stemmed from jealousy these people felt towards him for having a job.Soon the comments turned to actions and they were awakened in the dead of night once again by the sound of gunshots and people screaming. Not knowing what was happening they grabbed whatever they could and fled their home, running blindly into the night. Away from the fires and the shouting. Just running, with no idea of where they were going.They were told to go to the police station and wait there for further instructions. South Africans were killing foreigners and it was unsafe for them to return home.

SOUTHERN AFRICA | XENOPHOBIA

So they continued to run, not stop-ping until they had reached the station, where a couple of thousand frightened people had already ga-thered. They stayed there for a few days, sharing the tiny space with others just like them. He never imagined that he would, but he started to miss the home they aban-doned in the middle of the night. “Home is something you take for granted until it is taken away from you.”The place got increasingly crowded as more and more people arrived. He had just accepted that that was to be home for a while, when they were told to leave. So they packed up our stuff and left. What else could they do?They were taken to a refugee camp not far from the station. Tents were already set up and although these weren’t very comfortable, at least they were assured of their safety. The increasing hostility outside made it difficult to leave the camp and they spent day after day on that

small plot, surrounded by rows and rows of little white tents. Every day people left, some went back to the townships, other returned to their home countries. He couldn’t afford transport to Mozambique and didn’t want to risk his family’s safety by going anywhere else. It wasn’t great, but they were safe. Then the provin-cial government employees came to close it down.So now he’s walking again, risking his life to go back to the place he was chased from. As he watches his feet move over the uneven path, littered with rocks and holes, he wonders what’ll be the next place he calls home. Home is no longer where the heart is. It’s a shack, a police station, a tent. It’s wherever they will take him.

Over two hundred thousand foreign-ers and South Africans were displaced during the xenophobic attacks that started in May 2008. They lived in temporary refugee camps that were closed down on the 30th of September. With no place to stay, they head back to the commu-nities that chased them away in the first place.They go back with no assurance that these attacks won’t happen again. Lawyers for Human Rights (LHR)is a non-profit organisation that provides free legal assistance to those who cannot afford it. Despite aiding many foreigners in obtaining the necessary documents to stay in South Africa, there is a need to help them reintegrate into the communi-ties they used to be a part of. We need your help to prevent this viola-tion of human rights from happen-ing again. Your donation to the LHR will go towards providing a safe country for foreigners and South African citizens alike.

Find out how you can help at www.lhr.org

32 TIME October 12, 2008 Advertorial forTIME Magazine

29mageu no 1

Increase consumer loyalty for Mageu No. 1 a popular South African maize drink.

Fortified maize drinks that has been part of African culture for hun-dreds of years.

As tradition is very important to the target audience (black, urban youth), who still follow many age old customs to this day, it is valu-

able for them to know that they can live their modern lifestyle, while still being true to the traditions of their ancestors.

Mageu is made the same way it’s been made for hundreds of years, it is just packaged to suit your lifestyle.

This will be communicated by showing how despite the fact that certain traditional customs may have changed and

evolved over the years, it is still the same custom.

brief

insights

concept

30


mageu no 1

SFX: MVO:

SFX: MVO:

SFX:

African chanting and singingThe Umhlanga is a traditional dance where young maidens congregate in groups and do a celebratory dance.

African chanting and singingThis dance plays a significant part in reflecting diverse South African customs…

Fast contemporary African dance music and beats.

Scene 1 Scene 2

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Black screen

Part of moving body becomes vis-ible against a black background. The shot is an extreme close up and only a small part of skin is visible.

Black screen

Flashes between the black screen and different shots of bodies mov-ing rhythmically.

Close up of a handsome black guy’s face.

Zoom out to reveal guy standing in club surrounded by beautiful danc-ing women.

Medium close up of guy dancing, fading to black.

Black screen with product fading in.

Black screen with words fading in:Rooted in Tradition

television

01 the reed dance

31


mageu no 1

SFX: MVO:

SFX:

MVO:

SFX:

MVO:

SFX:

SFX: MVO:

SFX:

African chanting and singing… and instils a sense of pride, belong-ing and identity in the youth.

Fast contemporary African dance music and beats that fade out towards the end.Our lifestyles may change, but our traditions remain.

The music stops abruptly and there is silence..The King.

African night sounds

African chanting and singingThe maidens dance to the delight of their suitors, other guess and above all…


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Mageu Number 1

Rooted in Tradition

television

stock images sourced from:www.sxc.hu

32


mageu no 1

SFX: MVO:

SFX: MVO:

SFX:

MVO:

Outdoors with birds and insects.For thousands of years the people of Southern Africa have expressed their feelings…

Outdoors with birds and insects.…their day-to-day life and experi-ences…

The music suddenly stops and there is silence.The Artist.

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Black screen

A light shines from the left side revealing some brown, black and white marks on a textured wall.

Black screen

The light shines over the surface again, revealing a bit more and the colours start to take shape.

Close up of a coloured guy’s hands, moving over the surface of the wall and stretching.

Zoom out from the hands to reveal guy in street wear holding a spray can and standing in front of a blank wall.

The guy starts spraying graffiti on the wall and the scene speeds up quickly as he covers the whole wall in graffiti.

Black screen with product fading in.


television

02 rock paintings

33


mageu no 1

SFX: MVO:

SFX: MVO:

SFX: MVO:

SFX:

SFX: MVO:

SFX:

Khoi music…in drawings on the walls of caves.

Urban African music (kwaito)Our lifestyles may change, but our traditions remain.

Khoi musicVisitors from all over the world have marvelled at the handwork of…


Khoi musicThese rock paintings are character-ised by exquisite detail and complex shading techniques.


Scene 3

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Mageu Number 1

Rooted in Tradition

television


34


mageu no 1

SFX: MVO:

SFX: MVO:

SFX:

African war criesOnly the best and most dedicated warriors were chosen to defend their tribe’s honour.

African war cries… these territorial wars were fought to protect the tribe’s land, women and livestock.

A whistle blows and you hear the sound of crowds cheering and vuvuzelas blaring.

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Black screen

Close up on woman’s face, looking vulnerable and scared.

Close-up of a strong black man.

Bodies doing various exercises.

Close up of two men facing each other, frowning intensely in concen-tration.

Zoom out to reveal the men are standing in the middle of a soccer field with their teams on either side. Medium close up of guy dancing, fading to black.

Zoom out as the captains run to join their teams and start playing.

Black screen with product shot fad-ing in.


03 warriors

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mageu no 1

SFX: MVO:

SFX:

MVO:

SFX:

MVO:

SFX:

SFX: MVO:

SFX:

African war criesOnly the best and most dedicated warriors were chosen to defend their tribe’s honour.

Vuvuzelas become louder as the cam-era moves into the stands.Our lifestyles may change, but our traditions remain.

The music suddenly stops and there is silence.The Battle.


African war criesThe warriors spent months on end, exercising, training and studying their enemy preparing their minds, their spirits and their bodies for…


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Mageu Number 1

Rooted in Tradition


37deco flooring

Create a 30’’ radio ad for Deco flooring, an accredited wooden flooring specialist that takes pride in their products and honours their customers.

TrustYou invest in a 25 year relationship with us, because we love what we do

and we respect our customers.

Expired RelationshipsBy showing situations where people start letting you down,

after a certain amount of time, these radio spots reinforce the ideathat there shouldn’t be a time limit on quality.

brief

unique selling point

concept

38

print television outdoor alternativeradio

deco flooring

Client: Deco Flooring MVO1: ConfusedTitle: Job Promotion MVO2: Casual, laid backPlacement: 678 Capetalk Duration: 30’’ MVO1: Yes, come in Andy, I’ve been looking forward to our meeting. And (pause) I have a little something for you.

MVO2: A Bonus sir?

MVO1: Well, yes son. You’ve been doing some great work for the company. Let’s just say your hard work doesn’t go unnoticed.

MVO1: Wow, thanks sir. And here is my letter of resignation.

MVO2: What, why? Aren’t you happy here? You’re like family.

MVO1: Look, it’s been awesome working for you, but 5 years are up, and now I can’t guarantee I won’t start steal ing and you’ll have to let me go.

ANNCR: It’s hard to tell when things will let you down, which is why Deco Flooring offers a 25 year guarantee on ALL our Wooden floors. Browse our unique range of high quality products at decoflooring.co.za

01

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deco flooring

Client: Deco Flooring MVO1: Captain, authoritative voiceTitle: Winnig Team MVO2: Rugby player, arrogant voicePlacement: 678 Capetalk Duration: 30’’ MVO1: Great game guys! Fan-tas-tic! (Dramatically) and for the 3rd year in a row… we are the champions!!!

SFX: Crowd cheering and whistling.

MVO1: (clears throat) You guys are the best team a captain could ask for…

MVO1: And I am happy to say this was my last game playing with you guys.

SFX: Cheering dies down.

MVO2: But you can’t! You’ve carried the team for the past few years.

MVO1: Ja, but after 3 whole years I just can’t guarantee I won’t get injured any more.

ANNCR: It’s hard to tell when things will let you down, which is why Deco Flooring offers a 25 year guarantee on ALL our Wooden floors. Browse our unique range of high quality products at decoflooring.co.za

Client: Deco Flooring FVO: Sweet, casual voiceTitle: Anniversary MVO: Calm, relaxed voicePlacement: 678 Capetalk Duration: 30’’ FVO: Happy Anniversary love (kiss)… Wow, hasn’t it been the best?

MVO: Yes my baby, and (pause) I got you a little something!

FVO: Aw, you shouldn’t have… Ooh it’s gorgeous! Thanks love (pause) and well, I guess this is goodbye then.

MVO: (stunned) What? (giggles nervously) Babe? What are you talking about?

FVO: (Matter-of-factly) Well, it’s been 2 years now darling, so I’m sorry, but I can no longer guarantee that I won’t cheat on you.

ANNCR: It’s hard to tell when things will let you down, which is why DecoFlooring offers a 25 year guarantee on ALL our Wooden floors. Browse our unique range of high quality products at decoflooring.co.za

02 03

41south african depression and anxiety group

Create awareness for the South African Depression and Anxiety group.Inform the audience if their toll-free suicide crisis line, in order to prevent

depression from leading to suicide.

People suffering from depression feel a large sense of helplessness that is often associated with failure. A fear of failure is prevelant in society and it

can push people to take drastic actions like taking their own lives.It is important to address the people at risk, in order for them to realise that

they are not aloene in whatever they are dealing with.

Failure is okay.The campaign focuses on failure as a positive thing, which is drawn from the

fact that 9 out of 10 suicide attempts fail. In this sense, failing to take your own life gives you a chance to get help and a second chnce at life.

It communicates to people suffering from depression that failure and feelings of worthlessness associated with depression is not the worst thing in the world.

brief

insights

concept

42



MVO1: Lots of people ask me why I failed…

Scene 1

MVO2: I failed because I had no confi-dence.

Scene 2

FVO1: I failed because the pressure was too high.

Scene 7

MVO1: I failed because they found me and stopped the bleeding.

Scene 8

Scene 1

Scene 2

Scene 3

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Scene 11

Young woman (22) sitting in a room with white walls. We only see her face and glimpses of her body.

(Flashback): Walking in a corridor with her head down.

Young woman in the white room.

(Flashback): Injecting herself with needles.


(Flashback): Shaking her head and crying.


(Flashback): People rushing towards the woman, whose wrists are bleeding.

Black screen with white letters:9 out of 10 suicide attempts fail.

Black screen with white letters:Failure isn’t the worst that can happen.

Black screen with white letters:Toll free suicide crisis line0800 567 567SADAG Logo

43



Scene 9

9 out of 10 suicide attempts fail.

Scene 10

Failure isn’t the worstthat can happen.

MVO1: I failed because I set my expecta-tions too high.

Scene 5

MVO1: I failed because didn’t care enough.

Scene 3

MVO1: I failed because I didn’t enjoy it.

Scene 6

MVO2: I failed because I took drugs.

Scene 4

stock images sourced from:www.gettyimages.comwww.corbis.comwww.sxc.hu

Scene 11

Toll free suicide crisis line0800 567 567

44


MVO1: Wherever I turned, people kept telling me I’m a failure…

Scene 1

MVO1: I decided I wouldn’t be a disap-pointment to them anymore, when I heard it again…

Scene 6


FVO1: …from my doctor.

Scene 7

MVO2: My parents.

Scene 2Scene 1

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Scene 10

Black screen.

Mother and father standing next to each other, looking down at a child and shaking their heads.

Teacher handing back a paper and shaking her head.

Circle of school children standing around, shaking their heads.

Guy sitting on the dge of a bed, shaking his head.

Black screen.

Doctor smiling and shaking his head.

Black screen with white letters:9 out of 10 suicide attempts fail.

Black screen with white letters:Maybe failure isn’t so bad after all.

Black screen with white letters:Toll free suicide crisis line0800 567 567SADAG Logo

45

print outdoor alternativetelevisionradio


Scene 9

Maybe failure isn’t so bad after all.

Scene 8

9 out of 10 suicide attempts fail.

MVO1: My teachers.

Scene 3

MVO2: My friends.

Scene 4

MVO1: Even my boyfriend.

Scene 5

Scene 10

Toll free suicide crisis line0800 567 567

stock images sourced from:www.gettyimages.comwww.corbis.comwww.sxc.hu

46



Client: SADAG CVO: Teenager, soft, sad voiceTitle: Success ANNCR: Female, calm voiceProduct: Suicide Crisis Line Duration: 30’’ CVO: You wanted me to be the best. You wanted me to show my worth. You expected so much from me… and I tried.

If I succeeded, would you love me? If I it worked, would you even care? If I got this right, would you be proud? If I did I would no longer be here.

ANNCR: Nine out of ten suicide attempts fail. If you or some one you know is at risk, call the South African Depres sion and Anxiety Group’s toll free suicide hotline on 0800 567 567. Failure isn’t the worst that can happen

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