Advantage wins at Loeries.
Advantage Y&R have won a Silver Award at the 36th The Loeries, held on 20 and 21 September, in Cape Town, South Africa. The Loerie Awards recognise the best work produced in the field of brand communication across the African and Middle Eastern region now, as well as South Africa.
The 'live activation', titled "The Invisible Threat", was the only Namibian entry to bring home a 'bird' at Africa's most prestigious advertising awards, for the 2nd year running in the section 'Africa and Middle East', newly introduced in 2013. It can be viewed on Advantage Y&R facebook page or www.advantageyr.com.
"The activation addressed the prevalence of sexually transmitted infections (STIs), a threat that many people believe is far removed from them. We shed light on the hidden dangers of unsafe sex in a novel way by using UV light in a nightclub, an environment that facilitates infections, we suddenly revealed ghoulish faces that represented STI carriers to the partying crowd.
Titles projected on a video wall and announcement by a re-known radio presenter, completed the message, informing the party goers of the dangers of STIs," said Truda Meaden, MD of Advantage Y&R.
"The execution of the concept took them completely by surprise--much like STIs. In this way we were able to send a shocking and relevant message to the core audience of people," she added.
"The Invisible Threat" and its success was made possible by Commodity Exchange, the producer of 'Smile Condoms', the Advantage Y&R team, collaborating with The Warehouse, Power & Glory Films, DB Audio, and Thunderbolt productions.