Microsoft’s X-Box 360 Need for Speed game suite, including Need for Speed Carbon, was presented as the solution to a serious problem for motorists in South Africa. The award-winning campaign targeted speeders on South Africa’s roads who were being caught on speed cameras. A banner was created to be placed on strategic sites along roads next to speed cameras. When motorists received traffic infringement notices they also received a message, “Need for Speed?” The ambient campaign won a Gold Outdoor Lion at Cannes International Advertising Festival.
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The Need for Speed camera campaign was developed at Y&R South Africa and Wunderman South Africa, Johannesburg, by chief creative officer Michael Blore, executive creative directors Liam Wielopolski and Clinton Bridgeford, copywriter Leon Kotze, art directors Mbuso Ndlovu and Rory Welgemoed, account manager Mark-John Frara, art buyer Katherine Legg.