“If you talk to a man in a language he understands, that goes to his
head. If you talk to him in his language, that goes to his heart.” –
This national advertising campaign was created for Ads24 to encourage marketers in
South Africa to use Afrikaans as a medium to speak to the hearts and
minds of a market that has a healthy disposable income and therefore
boasts great spending power.
Well known fictional characters that are used in the campaign include
Piet Pompies; Ou Tante Koba; Jan Pierewiet; Hansie Slim; Sarie Marais;
Jannie Jammergat; and Gatiep en Meraai. I created the Sarie Marais design.