Sun City’s Spring Break, one of the biggest annual parties for young adults in South Africa, has always been promoted using standard media channels. But its core audience no longer takes the cues from traditional advertising, so a fresh approach was required. Eye-catching models became ‘Human Billboards’ in bars, clubs and shop windows. The surprised crowd promptly took pictures and the message quickly spread online.
Brand Activation Johannesburg Greg Cameron Executive Creative Director
Adrian Duffin Creative Director Andrew Pearson Copywriter
Ismail Jardine Group Account Director Shika Sukdeo Head of Traffic
Janice Wyndham-Quinn Head of Production Shelley Broad Business Unit Director