Night Drive Marketing Campaign | South African Horror Film

The Brief:
Develop a low cost campaign for the South African horror film Night Drive which needs to appeal to a 18-25 year old male audience. Communicate the central theme of the Night Drive movie; the gruesome murder of civilians for African witchcraft related rituals and provoke debate and intrigue around the cultural dynamics at work in the film and in the country.

Solution:
Basing our campaign on the film’s theme of ‘Muti Murders’ – A South African term that refers to the gruesome killing of civilians for their body parts, we developed a low cost solution that promoted the film by illuminating a real issue in the country and stimulated national debate around a topic that is ordinarily considered too sensitive to discuss in public.

Results:
The R30.000,- ($4,500) Night Drive campaign generated over R6.6 Million ($976,000) in free media. The campaign reached nearly 54 million people worldwide.

Awards for the campaign to date:
2 x Gold Loerie Awards

Client: Indigenous Films
Role: Ideation / Design / Copywriting / Art Direction / Creative Direction
Media & Skills: Outdoor / Online / Social Media / Storytelling / User Experience

Night Drive Movie

Night Drive Movie CampaignNight Drive Movie Campaign - Dr Uba - Body parts

Night Drive Movie Campaign

Night Drive Movie Campaign

Skills: Content, Pop Culture, PR, Social Media, Storytelling
Client: Indigenous Films