Brave Political Advertising

South African Advertising agency TBWA/Hunt/Lascaris/Johannesburg has produced a campaign to boost the sale of the Zimbabwean newspaper by using Zimbabwean notes as the paper to print on.

The newspaper, noteably anti-Mugabe, is using this campaign to heighten the awareess of the stance they hold, by promoting how Mugabe has destroed the local economy.The campaign has been prompted by low sales as there is a 55% 'luxury tax' burdening the paper that is edited in the UK. This tax means that most locals cannot afford the paper and there is a dire need for subsidisation.

The adverts come with the strap lines "Thanks to Mugabe this money is wallpaper", "Z$250,000,000 cannot buy the paper to print this poster on", "It's cheaper to print this on money than on paper", and "Fight the regime that has crippled a country".

As a result, Cannes Lion Gold Interational Advertising awards rewarded the campaign with top honours in the Outdoor category.

I think this is an amazing and highly brave move by the paper, especially seeing that the Paper Editor and founder, Wilf Mbanga, has been forced to leave having been branded an "enemy of the people". I think that is something to be commended. It also shows that pure genius comes from some desperate situations. I think itis also a great thing for advertising to see something outside the Continent, and North America to produce something that is as meaningful, well executed and just bloody clever, as the ones we see here.

I would like to put it up with the 1979 Saatchi & Saatchi advert for the Tories - "Labour isn't Working" - which is infamous for aiding their win. However the effect this Zimbabwean campaign is yet to be seen so only time will tell if they can share the same pedistal. I also wonder if David Cameron will have seen this and looking to hire TBWA London for the 2010 elections or someone from the South Africa Office to replace the controvertial figure that is Andy Coulson.

All in all, Well done TBWA, and everyone involved with this campaign. I am looking forward to seeing what will happen with this newspaper. I shall update you all on any interesting developments as a result of these ads.

I would like to thank Phil Pickering for the heads up on this campaign. Atleast I know someone who is aware that I write this blog.

Cheers, Scott