MAKARAPPA by Black River F.C. Johannesburg for Nando's

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MAKARAPPA

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Copywriter Iain Thomas, Lufuno Mavhungu
Illustrator Jono Garrett, Justin Joshua, Peet Pienaar, Meryke Naudé
Released June 2009

Credits & Description

Category: Posters
Advertiser: NANDO'S
Product/Service: RESTAURANT
Agency: BLACK RIVER F.C.
Date of First Appearance: Jun 14 2009 12:00AM
Entrant Company: BLACK RIVER F.C., Johannesburg, SOUTH AFRICA
Executive Creative Director: Ahmed Tilly (Black River FC)
Art Director: Justin Joshua (Black River FC)
Copywriter: Iain Thomas (Black River FC)
Art Director: Meryke Naudé (Black River FC)
Copywriter: Lufuno Mavhungu (Black River FC)
Illustrator: Peet Pienaar
Illustrator: Meryke Naudé (Black River FC)
Illustrator: Justin Joshua (Black River FC)
Illustrator: Jono Garrett (Black River FC)
Media placement: Poster - Nando's restaurants - 1 June 2009

Describe the challenges and key objectives
Well how do you connect chicken and football? And all the special quirks that make South Africans, South African?

Describe the brief from the client
Nando's asked us to create a poster that celebrated South Africa to coincide with the excitement surrounding the 2009 FIFA Confederations Cup.

Describe how you arrived at the final design
We used the makarappa (a mining safety helmet) that is decorated by soccer fans to reflect support for their teams. Because our team was South Africa - we decorated our makarappa with South African references - like Lobola, the traditional payment of cattle given as a bride price and Godzille, the fiery white lady who leads the official opposition party and musical icons, Miriam Makeba and Brenda Fassie and the slogan 'When days are dark, friends are few' which has become ubiquitous with the back windows of the more than 70 000 MINI bus taxis on South African streets.

Give some indication of how successful the outcome was in the market
The poster was not created as a sales tool, but rather a branding tool. As such it was remarkably well received by franchisees of the restaurant chain and members of the public.