Cannes Lions

LIFE INSURANCE

TBWA\HUNT\LASCARIS JOHANNESBURG, Johannesburg / LIBERTY INSURANCE / 2007

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Overview

Entries

Credits

Overview

Execution

The first “outdoor billboard designed for television” was created. We did this by branding the cricket pitch cover, which is used to protect the field during rain. The message was an obvious but humorous play on words (Really Big Cover. Liberty Life)

Outcome

Each time it rained, the covers would be dragged on to cover the pitch. Television coverage of the cricket always shows the covers being put in place and removed when the rain stops. Commentators even began to say “Looks like rain. Time to bring on the Really Big Cover.”

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