CULT Futures - The Creatology Report
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Burning Billboard

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Illegal cigarettes rob the South African economy of R6 billion in tax revenue every year. We needed to show the public that the act of buying illegal cigarettes harms our country in a profound way and encourage lawmakers to act. The R6 billion lost to the trade of illegal cigarettes could be used to build schools, hospitals, government sponsored homes and other essential services. We rigged a traditional billboard site to burn down an image of government sponsored homes over the course of 3 days, then with the glare of national media fixed on our billboard, we revealed our key message. The Burning Billboard made news headlines, became a national trending topic on social media and made its way to parliament, encouraging stronger legislation to fight the trade of illegal cigarettes.

Brand: Keep It 100

Clients: Bongumusa Makhathini, Mandlakazi Sigcawu

Digital Agency

Digital Agency: Joe Public Connect

Digital Creatives team: Emma Dougherty, Markus Botha


Sound Company: Sterling Sound

Sound Design & Mix: Sterling Sound

Creative Agency

Creative Agency: Joe Public United

Executive Creative Director: Roanna Williams

Art Director: Natalie Walker

Copywriter: Marjolein Rossouw

Strategist: Parusha Partab

Producer: Yash Raidu

Group Chief Creative Officer: Pepe Marais

Account Management: Mpume Ngobese, Nokuthula Vezi

Agency Team: Joe Public Ignite

Creative: Pippa Capstick, Dawn Franke

Production Company

Production Company: Ola Films

Director: Amy Alias, Justice Mukheli


Composer: Marc Algranti


Edit Company: Tessa Ford

Editor: Tessa Ford

Genres: Dialogue

Categories: Other

Joe Public United, 1 year ago