Media Campaigns

Science and Technology is in the news every day. In the 21st century, its become groovy to be a geek, trendy to be a nerd and downright cool to be smart.

Science and Maths at school is the ideal foundation for a future career in technology. An understanding of technology could foster entrepreneurship. The economy of the 21st century is "knowledge-based". In a third-world environment, it was sufficient to be literate. However, with rapid globalisation, this isn’t enough – the bar has been raised. We now have to be techno-literate.

We are promoting a new formula for success in the 21st century. It is written as a formula or scientific equation. We are saying that it is Hip2B².

We are telling school kids across the continent, that in case they haven’t noticed, its become hip to be square.

Print Ads:

To illustrate this fusion of hip and square, this campaign marries visuals and items that are traditionally uncool or "square" with visuals of hip and happening people and situations. Its intention is to inspire the younger image- and brand-conscious target market to embrace science and technology as cool and socially acceptable. Clark Kent glasses are now de rigeur!

Download Posters

Going for Gold,The Cool Kids,Hip Hop Fashion,Ghetto Fabulous

The benefit of Mark’s mission to South African science is very significant. Especially the fact that he will be conducting research in space that South African scientists previously could only have dreamt of getting the opportunity to execute. Nevertheless, the heroes of a positive outcome to any of these experiments, are the scientists who performed the groundwork, and those who submitted proposals in response to our nationwide call.

This is why the scientists and their work is the focus of the ad campaign.

The ads draw attention by means of intriguing headlines about the nature of the experiments. The copy then states the facts simply and logically, explaining the proposed research and outlining the benefits to the country.