CASE STUDY
CREATIVE
CLIENT
PLAY AFRICA
BRIEF
Play Africa launches children's courtroom that
empowers children to learn about the
Constitution and rule of law as well as
gives insight into career possibilities as children
learn about different roles in the judicial system.
Play Africa seeks to promote the exhibit to its
stakeholders while demonstrating returns
on investment to their key investor,
leading African law firm, Bowmans.
AIP
EXECUTION
OBJECTIVE
To design a campaign which demonstrates
the efficacy of the exhibit in action
across print and digital mediums.
The campaign is rolled out in three phases.
Each phase consists of a key element which
is to be featured in the subsequent phase.
CAMPAIGN OUTLINED
PHASE ONE
Element A Print Ads
The ideal mix of talent, location, crew and studio equipment are paired
to construct a photoshoot that serves as the undertone for the campaign artwork.
The artwork is solidified by incorporating key messaging from the South African Bill of Rights.
PHASE TWO
Element B Commercial
This juncture of the campaign aims to demonstrate the exhibit in motion.
To achieve an authentic performance the talent are briefed on the mechanics of the exhibit.
Actors role-play real-world scenarios and are guided along the way by our creative team and Play Africa facilitators.
Print ads colour the set to further expose and educate participants namely children of their rights.
CHILDREN'S COURTROOM EXHIBIT
PHASE THREE
Element C Release
Phase three – the launch event – sets out to showcase the exhibit and accompanying campaign
elements to all stakeholders and investors. We produced a video of the launch event which delves into the role of the
exhibit within the South African judicial framework and the projected benefits when used as a tool during legal proceedings.
Photographic coverage of the event provided content for social media/press releases.
