HELLO WORLD AGENCY, SOUTH AFRICA

1ST PROJECT WORKING AS AN ART DIRECTOR | DESIGNER 2008

 

In order to launch PLuGG, an ISP, we identified a niche early adopter market: online gamers. Since they're a tricky bunch to advertise to, we had to find a new way to connect with them. So we secretly orchestrated a massive online debate and used its momentum to introduce PLuGG. Using seeders we infiltrated the gaming community and covertly told them that there was scientific proof that girls were better gamers than guys. Needless to say, this quickly riled the chaps and it didn't take long before we had a frenzied war-of-the-words in the chat rooms. Once the debate reached fever pitch, PLuGG made its appearance and offered a solution - fly out the best girl gamers in the world to take on the best SA guy gamers and settle the debate once and for all, with a PLuGG Girls Vs Guys game-off. The result? Well, the guys kept their honour and we launched PLuGG with a bang.

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Agency: Hello World

Executive Creative Director: Theo Ferreira

Creative directors: Rory Mac Robert

Art Directors: Kerryn-Lee Tyser, Linel Louw

Copywriter: Rory Mac Robert, Kate White