In Johannesburg, the average driver will spend 45 minutes or more in traffic every morning. It’s no wonder Joburgers are grumpy in the mornings. An ad campaign is the last thing they want to see on their way to work.
So, to advertise the Breakfast Xpress Show on one of Joburg’s biggest radio stations, we gave drivers something they actually did want to see.
Half a million flowers were attached, by hand, to 15m x 15m nets. The nets were then used to cover a row of dry, bare trees so that it looked like they had magically blossomed overnight – in the middle of winter. Like the show, we made Joburgers smile.