The Zimbabwean: Trillion Dollars Posters

Credits:

Type of Entry: Corporate or Brand Identity
Category: Posters
Title: CHEAPER THAN PAPER
Advertiser/Client: THE ZIMBABWEAN
Product/Service: THEZIMBABWEAN NEWSPAPER, THEZIMBABWEAN.CO.UK
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Design/Advertising Agency: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Creative Credits
Name Company Position
Damon Stapleton Tbwa Executive Creative Director
Nicholas Hulley Tbwa Creative Director
Raphael Basckin Tbwa Copywriter
Nicholas Hulley Tbwa Copywriter
Shelley Smoller Tbwa Art Director
Nadja Lossgott Tbwa Art Director
Details
Brief Explanation:
Having been driven into exile and saddled with a massive duty, our client had a limited budget but a need for their message to break through the reams and reams of coverage on Zimbabwe.
Describe the brief from the client:
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean. To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
Description of how you arrived at the final design:
We developed a unique solution. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation. This money cannot buy anything, not a loaf of bread and certainly not any advertising. But it can become the advertising. So, we turned the money into its own medium by printing our messages straight onto it. By sticking notes together we created posters and then we silk-screened our message straight onto the money.
Indication of how successful the outcome was in the market:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real and meaningful advertising coverage. Within days we were in the national press on national television and radio. Then the internet discovered it and it spread across the world. As the campaign continues, sales of The Zimbabwean continue to soar. In the week of the roll-out alone, the website logged over 2 million hits. More copies of The Zimbabwean than ever are crossing the border into Zimbabwe. We used Mugabe’s own creation against him.