Kon van huyssteen

A WEB3 MAGAZINE

When the bear market hit and updated Thai regulatory framework, the Zipmex in-house marketing department couldn’t do lots of, ummm, marketing. So, we started a Web3 magazine to be developed as a revenue stream. No puff pieces here.

Our stories here , see if you likey or no likey.

FORD RANGER

Ranger Canoe 60"

The Ranger is Ford’s best-selling vehicle in the ASEAN market. We had to dramatise the best in class 800mm water-wading capability.

B2B WRITING ANNUAL REPORT

Annual Reports are boring to dull. Our Mettle client wanted to infuse their report with their brand positioning as “investment superheroes”. This comic-book Annual Report got them and their asset performance noticed, and grew their business substantially. The entire 46 page report was done in this style, and the writing had to do a dual job of being functional and inform who the Board of Directors are, their backgrounds and qualifications and the other usual stuff, but also maintain the superhero-tone throughout. The Head Designer on this job was Willeen le Roux and the agency was Code Design Cape Town.

HARLEY DAVIDSON OUTDOOR

CANNES LIONS OUTDOOR SILVER. ONE SHOW MERIT.

MULTI-MARKET FORD WEB COPY

WRITING WEB BILLBOARD COPY FOR ALL MODELS INCLUDING ECOSPORT, EVEREST, ESCAPE, RANGER, F150, MUSTANG AND TRANSIT FOR USE ON OFFICIAL FORD SITES IN PHILIPPINES, AUSTRALIA, NEW ZEALAND, INDIA AND SOUTH AFRICA. I ALSO CONCEPTUALISED DIGITAL-ONLY RETAIL CAMPAIGNS, WROTE BANNER ADS, SHOPPER COPY, ELECTRONIC DIRECT MAILER COPY, DEALER CAMPAIGNS AND ALSO COPY FOR THE FORD CHATBOT (A FIRST-TO MARKET BY SOUTH-EAST ASIA)

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DOOM INSECTICIDE

Fun insecticide ad directed by Pete Pohorsky. We based the creative around the target market insight that a cockroach-spotting and perception of a dirty home is hazardous to social standing and overall position in the community.

Doom Insecticide - _Dancing_ [360p]

MTN (MOBILE NETWORK) REBRANDING TVC

A strategic progression from the line "Everywhere you go" (Coverage) to "Go start something" (Enablement). Directed by Greg Gray. We launched with two big brand ads to pump some juice into this brand. Over a year we produced over 100 pieces of content. Even the retail work which sold phones and deals did a little bit of brand building. MTN also sponsored sports events heavily, for which we made pre-rolls and stings. Sample work below.

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MTN CLAP

MTN Post-it Parade

MTN free ad movie

Budget for this commercial was about $10 000 with 2 weeks production time. Instead of wasting the money on a half-ass ad, we asked client if they would donate full production money to the struggling NGO if we made the ad for free. They agreed. Not everything has to win an award.

FREE AD

MTN FREE AD

Our client MTN (Mobile Tech Network) needed a retail ad for a model of mobile phone. Instead of the usual route, we made the ad in-house on Powerpoint and donated production and media budget to People Opposing Woman Abuse (POWA), an underfunded and integral NGO the epidemic of domestic abuse in South Africa.

IT'S BRRR!!! ON THE COKE SIDE OF LIFE

Wieden+Kennedy was international creative lead agency on Coca-Cola and wrote the creative platform "The Coke Side of Life". Ogilvy SA entered a pitch for Coke AMEA to do "refreshment" within this platform. So we came up with the very simple "It's Brrr on the Coke side of Life". We won the pitch and made the campaign.

COCA COLA BRRR!!!

BILLBOARD 1

WORDSWORTH BOOKS

For the love of reading. Silver Eagle at Eagle Print Awards.

Original copy:

Opening a book is like starting a relationship. You enter prepared to invest time, effort, and a certain fidelity. In return you want enrichment, happiness even? One of two things normally happen, the first in the vast majority. Scenario 1: Page 50 rolls around and you find yourself estranged by sentences like irritating statements by a partner. You long for other words like other bodies. You give it the old favorite “It's not you, it's me” and you're over and out. But it's ok because at least you gave it your best shot. Scenario 2: You hit the "True Love" page. You realise "This book is the sh*t!" Every page just gets better. Love exists, the chick-flicks were right! With every word it turns itself to gold right there in your hands. You ask yourself how is it possible you didn't meet before, all those lonely nights you endured. And then you say “It doesn't matter because I have you now, like the vow says, to have and to hold.”

Original copy:

Own a good book and live on a knife edge: You want to force all your friends to read it. You want to clamp their heads in a vice and prop their eyelids open and sneak around with the eye drops and say. "Read that sentence. THAT SENTENCE! NOW! NOW BOW DOWN AND WORSHIP!" And then one day, the request hits the fan: “So, that book you're always talking about, I'd love to read it." Dot dot freaking dot. You smile, but in your head you're doing a frantic credential check of this scumbag posing as your friend for the past 15 years. Somehow you always knew it would come to this. You shouldn't have snitched. But then you find yourself lying with a scary sincerity. “Someone else has it right now but I'd be happy to lie lie and lie some more.” You find that at some point you committed to these pages bound by glue to protect them from the jam-fingers, spine-benders and smudgers who call themselves family and friends.

Original copy:

Sometimes while reading, your attention escapes the page like a canary flying the coop. But you're still skimming along, and then it happens. Pop! Through the eye and into the brain for a delicious synaptic explosion like a chocolate fudge ice-cream headache: A shiny new neural pathway forged in a brain scuffed by tv: A combination of words put together just so. JUST. SO. You marvel at the fact that you’ve spent x many years on this planet and consumed a couple of million word combinations, but never this one. This one; a sentence-sized revelation. And you are grateful to the creator. And the world is new for a minute or two. And you carry on, believing there will be more flares in the darkness of dumbness all around you.

QUALITY TAKES TIME

SAB MILLER BREWS THIS WELL-LOVED GREEN BOTTLE LAGER IN SOUTH AFRICA. TO ENTRENCH THE PERCEPTION OF QUALITY AND TO SET IT APART FROM THE MASS "BROWN BOTTLES" WE WORKED ON THE PLATFORM "QUALITY TAKES TIME". INSTEAD OF SHOWING FIELDS OF WHEAT WAVING IN THE WIND AND MALT SLOWLY ROASTING (AGAIN), WE WENT FOR SOMETHING A LITTLE MORE LIVELY. NEVER FLIGHTED BECAUSE NEW MARKETING DIRECTOR THOUGHT IT WAS OFF-BRAND. HE LIKED WAVING WHEAT FIELDS AND SLOWLY ROASTING MALT.

AMSTEL "rush"

SELF-PROMOTIONAL DESIGN

PLASTIC-FREE MEETINGS

DRINKING WATER FROM LITTLE PLASTIC BOTTLES ARE RIDICULOUS IF THE WATER FROM THE TAP IS GOOD TO DRINK. WE MADE THESE DRINKING GLASSES TO USE DURING AGENCY MEETINGS TO CUT DOWN ON BEING RIDICULOUS. ONE SHOW DESIGN MERIT.

THAI RETAIL AD FOR SLIMMER'S COFFEE

SLIMMING COFFEE 5 BAHT!

FUN RETAIL AD WE DID FOR THAI FMCG COFFEE BRAND "COFFEE PREAW". IN SPITE OF DIGITAL AND CABLE ENTERTAINMENT, THAI SOAP OPERAS ARE STILL HUGELY POPULAR. MUCH SHOUTING. MANY LOVE TRIANGLES. MUCH DRAMA. WE USED THIS MEDIUM TO APPEAL TO THE TARGET MARKET OF YOUNG BLUE-COLLAR FEMALES, MAINLY FACTORY WORKERS. OUR PRODUCT PACKS S A CAFFEINE KICK AND SUPPRESSES APPETITE AS WELL. THESE WOMEN HAVE A LIFETIME OF TOILING IN FACTORIES FOR MINIMUM WAGE AHEAD OF THEM, WITH LIMITED OPPORTUNITY FOR ADVANCEMENT OR FURTHER EDUCATION. UNLESS SOMETHING, OR SOMEBODY COMES ALONG WHO OFFERS A "CHANCE". SO YOU HAVE TO BE READY. AND BY READY THEY MEAN LOOK AS GOOD AS YOU POSSIBLY CAN. IT'S CRAZY BUT THAT'S THE MARKET THEY BUILT A BUSINESS ON, 5 BAHT BY 5 BAHT.

THAI MINISTRY OF HEALTH

CHEERS "DON'T DRINK AND RIDE" PSA

In Thailand, there are many scooters. There is also much booze. "Chon" means "Cheers", but it also means "Crash" (as in "Crash glasses" or "Car crash"). This was part of a campaign for the Thai Ministry of Health. Directed by legendary Thai director Thanonchai Sornsriwichai.

FORD EVEREST ASEAN

FORD EVEREST IS A CLASS-LEADING SUV. THE STRATEGY WAS TO SPEAK TO COUPLES WHO WANT TO SHOW THEIR FAMILIES NEW EXPERIENCES - SOMETHING YOUR KIDS CAN’T GET FROM THEIR MOBILES OR PADS. THIS WAS A FULL 360 CAMPAIGN FOR THAILAND, VIETNAM AND THE PHILIPPINES INCLUDING ONLINE, OUTDOOR, TVC, MOBILE VIDEO AND FACEBOOK.