We took the photo’s of the month’s “Mover’s and Shaker’s” and covered the faces of each Capetonian. Making it appear as if they were reading the Cape Argus when their photograph was taken. Partnered with the line: “Everyone in Cape Town reads The Cape Argus.” The magazine then repeated their uncovered faces on another page. Advertising has never before made use of this part of a magazine, which was previously purely editorially driven.

We created a new advertising medium. By doing so were able to break through the clutter of trade advertising found in the magazine, and talk directly to the mover’s and shaker’s of the industry. This and the invaluable PR the campaign produced gave our client maximum return on his investment.