The aspiring director used his own journey to South Africa to fuel his call to "stop using old maps to discover new lands" in his video 'One and Eleven'. He will receive a cash award along with a trip to South Africa.
The campaign, run by the GeoBranding Center of CMO, sought to develop fresh ideas and dynamic creative content, presenting South Africa's brand face to the world following the global media spotlight and influx of visitors to the country during the 2010 FIFA World Cup.
Over 400 contestants submitted creative work across three categories including video, print advertising and online banner display. The winner of the print campaign, known by his Zooppa username, PIKNIK, depicted South Africa as a nation who would only accept colour difference based on what colour soccer jersey a person sported.
"Capturing the essence of a brand in an intensely captivating and engaging campaign is one of the most challenging tasks facing marketers promoting nation brands," stated Donovan Neale-May, executive director of the CMO Council. "This collective of creativity has produced a level of inspiration and diversity in message, all centred on core values that embody the brand of South Africa. It was truly amazing to see the variety of content, difference in view, yet singularity of idea that brand of South Africa is one of diversity, inspiration, hope and aspiration."
Judges
The CMO Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries.
A showcase of winners, including the Grand Prize video, can be viewed and downloaded at www.geobrandingcenter.org/zooppa-winners.php.
