The Afropolitan: Ingenuity-boxing glove

Never start a fight with a guy who has nothing to lose.

The Afropolitan offers a unique perspective of African business, lifestyle and culture from a truly indigenous point of view. It’s not about our relation to the West, it’s about our own story, that can finally be told in our own voice. It appeals to educated, bright people throughout the continent who are proud of their African heritage. In this brand campaign we have highlighted a few South African stories about apartheid. These are not the clichéd stories about poverty and oppression; they are the stories of triumph, only known by the people who lived them.

Advertising Agency: Ogilvy Johannesburg, South Africa
Executive Creative Director: Fran Luckin
Creative Directors: Fran Luckin, Mike Martin
Copywriters: Taryn Scher, Alison Hingle, Lutho Sokutu, Mbulelo Nhlapo
Illustrator: Thule Ngcese, Kamohelo Chakela
Art Director / Photographer / Typographer: Thule Ngcese
Published: July 2009

11 comments

Reality Check's picture
Reality Check
1801 pencils

An example of how good intentions don’t necessarily make for good advertising.

Guest's picture
Guest

I think the copy is lost in the art direction, otherwise it could have been brilliant.

shahid.h's picture
shahid.h
256 pencils

Excellent copy!!!

Guest's picture
Guest

Agree, Excellent copy, art direction's too fancy.

Appolonia's picture
Appolonia
298 pencils

i think that one has the best copy... i like the artwork as well..

Guest's picture
Guest

nice one i like art & copy

paumarques's picture
paumarques
1314 pencils

Gran Copy!

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

Andrej's picture
Andrej
656 pencils

Amazing copy...really inspiring.

gbl's picture
gbl
451 pencils

love the campaign. good argument and a beautiful art.

Billoughsby's picture
Billoughsby
5091 pencils

Either it does or it doesn't, and this one does. A winner. Nice!

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

shit, I even forgot about that experience. being hit with the corner of that box on the forehead. ohhhhhh. thats a killer ad

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