Bon Jo Wie, Paul McCart-Nie on the RSG playlist

"The brief was to highlight the fact that RSG plays proudly Afrikaans and SA music in a certain time slot - so we took a tongue-in-cheek knock at big international bands and musicians,” says Jacques Shalom, copywriter, McCann Erickson SA.

“It started with 'Bon Jo Wie?' as a joke, but after it got a few laughs around the office we decided to explore it further," he adds.

This creative idea soon became the strategic focus of the campaign, which incorporates outdoor and ambient media.

Following the placement of simple yet witty statements such as 'Bon Jo Wie?' or ‘Paul Mccart-nie” on billboards around the country, McCann's creative team took the campaign into the next medium - ambient media. Realistic LP covers were created to look like the album covers of various international musicians, with their names or titles being given an Afrikaans twist, in the same way as they were on the billboards. These LP covers were then placed on stands inside music stores, clearly visible to the passing shoppers - an interesting and humorous addition to a relevant environment.

The work has been shortlisted as a finalist for two Pendoring Awards in the Above the Line and Ambient categories.