“E-Mail for Dummies.”

This was a cinema ad for one of South Africa’s biggest book retailers, to launch the book “Email for Dummies.” We tackled the issue of email etiquette and “chain emails” head on by provoking people to realise how behaviour that has become acceptable on-line would be completely unacceptable if it took place in the physical world. This got Silver at Cannes.

ECD: Fran Luckin CD: Bridget Johnson Team: David Krueger / Catherine Conradie / Mike Groenewald / Ian Broekhuizen