Tabard
This was a group project, and, in our group, there were digital and graphic designers. For this project we had to create a campaign for the Pendoring Awards. The Pendoring looks at South African cultures and the eleven official languages of South Africa.
The brand chosen for this project is Tabard. Reason being most South Africans know what brand is and even have the product in their household, but they may not know the name. We noticed that Tabard has a lack in their advertising department especially afterseeing that they only use Facebook and do not really have any campaigns, only promotions. Our results showed usthat most South Africans, interviewed, are leaning towards being stubborn and will not use bug repellent first as well as most South Africans have a negative reaction towards mosquitoes.
After doing some primary research we were able to identify our target market: South Africans between the age of 20 to 30 years old who actively get bitten by mosquitoes around 1:00 AM during the mosquito season (summer). The channels we have chosen to use: Radio and Instagram. The language our campaign isin: Sesotho, with allowance to be translated to other Indigenous languages. Our concept is that Tabard makes people thick skinned. We made this our concept because in South Africa there are many issues like load shedding, potholes, corruption, etc. We brush those issues off our shoulders or do not give a big reaction, since we have grown a thick skin for them. But when there is a mosquito, we go a little mad that this mosquito can penetrate our thick skin, this is when we should use Tabard – we get the thick skin we really need.
Our radio ad is of a Sesotho man speaking about mosquitoes. We try to bring humor into the radio adverts by making a joke about how mosquitoes are not really a major issue in this country, but it irritates every single South African, the way the genuine issues should. Our second execution was a comic strip, that we drew inspiration from the famous South African cartoonist Zapiro. We made our comic strip black and white and only emphasized intricate details in red. The first panel, which mimics the typical political satire-cartoon style, shows a lack of emotion in the men when dealing with the top ten issues in South Africa. The second panel shows a Sesotho man with and aggressive reaction to being bitten by the eleven issues, as he complainsin Sotho about how annoying mosquitos are and forgetting to use Tabard. We mocked the severity of the issues by crossing out ten and adding mosquitoes as the 11th. The eleven official issues reference how there are eleven official languages of South Africa.
The main objective of the campaign was to bring awareness to Tabard. Also, the fact that in South Africa, there are really big issues that we have grown a thick skin for and making a joke that mosquitoes are a bigger issue than they actually are, since they penetrate the existing thick skin irritating us. This campaign attempts to solidify the fact that Tabard gives South Africans the thick skin they really need.
