Durex South Africa put out a call to discover South Africa’s most talented up-and-coming Hip Hop artists. The campaign would be broadcast on Urban Radio stations, YFM & Metro FM.
We were tasked to ignite the passion in wannabe Rap stars. We created a song that would start a fire in the young musos, and make them realise that this was the opportunity they had been waiting for.
The winner was crowned, and Durex had the ear of the target market they needed, the South African youth.
Listen to the Radio Ads here.
