The most entertaining part of Idols are the bad contestants that try out at the auditioning stages of the show. They serve to hook viewers in from the beginning.

We created a useless singer/songwriter that would capture people’s hearts - Cliff Jennings.

No one was told that Cliff was part of a marketing campaign.Cliff auditioned in Jo’burg, Cape Town, Margate and Pretoria.

We created pages on Facebook, Myspace and Youtube for him. Through these we documented his journey.