Campaign for Cape Union Mart

This brief we had to go in partners by picking out a hat. Rilee Palmer picked my name, which was awesome :) We could chose between three different brands to make a campaign for:

1. Cape Union Mart
2. Wellness Center
3. Musica 

 What was asked on the brief, it that we have at least two print ads, one ambient and one alternative. Therefore your concept had to work for a whole different range of advertising. We chose to do Cape Union Mart. The concept we decided on was by using fairy-tales to show that Cape Union Mart had what you need, therefore our message was 'We have what you need'. There was also the feel that Cape Union Mart can help make your dreams come true. How we incorporated the fairy-tales to Cape Union Mart was by giving the story a happy ending by not using obvious products that the brand offers.

Print Advert 1

The first print ad used the fairy-tale of "The Three Little Pigs". The image was of the three pigs sitting inside the Cape Union Mart tent and the wolf howling in the background, looking discontent. Therefore the wolf could not blow down the tent as it was too strong for him, this was the happy ending.

Print Advert 2

The fairy-tale used for the second print advert was of the story, "The Old Lady Who Lived in the Shoe". As the lady has many children living with her, one can imagine how bad the shoe must of smelt. Therefore Cape Union Mart gave her shoe freshener to give her a happy ending. 

The illustration style used for both the print adverts was a romantic cartoon look, therefore targeted at adults.

Ambient Advert

The area we placed our ambient was in the Cape Quarter, the section outside on the top floor where all the restaurants are. The Tin Man from "The Yellow Brick Road" was placed in this area. The catch was that he was wearing a raincoat, to make his happy ending that he would never rust. Therefore Cape Union Mart "has what you need". We took a photo of a man wearing a raincoat and photoshopped the Tin Man inside.

Alternative Advert

The fairy-tale that we used for the alternative advert was 'Thumbelina". We placed Thumbelina on the floor of a shopping mall because that is where there are a lot of people walking very frequently. We stuck caution tape around Thumbelina on the floor, so that people could walk in this space but were cautious when doing so. There was a magnifine glass placed on a stand, looking at Thumbelina. Therefore people would not step on her and she would have a happy ending. Cape Union Mart has what you need.