TBWA/Hunt/Lascaris, South Africa for The Zimbabwean Newspaper - Trillion Dollar Campaign, Zimbabwe
Nominated for the Brit Insurance Graphics Award 2010
Designed by TBWA\Hunt\Lascaris, South Africa for The Zimbabwean Newspaper
Art Directors: Shelley Smoler, Nadja Lossgott
Copywriters: Raphael Basckin, Nicholas Hulley
The Zimbabwean newspaper has been driven into exile for claiming that the Mugabe regime rigged elections, crushed the opposition and caused poverty, disease and the total collapse of the economy. With the levy of a 70 per cent ‘luxury’ import duty, the paper has become unaffordable for the average Zimbabwean. To raise awareness and drive sales outside Zimbabwe, the South African based advertising agency TBWA\Hunt\ Lascaris conceived a unique solution.
One of the most eloquent symbols of Zimbabwe’s collapse is the trillion dollar note, a symptom of the country’s world record inflation. This banknote, and the dizzying escalation of notes that preceded it, cannot buy anything, not even a loaf of bread – and certainly not any advertising. The campaign turned the money into its own medium by creating posters, billboards and flyers from the banknotes themselves. News of the materials spread globally, with the campaign appearing on international television and radio programmes, covered in the Guardian and New York Times and featuring on hundreds of blogs. As the campaign continues, sales of The Zimbabwean continue to soar.
15th February 2010