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Award: Graphite Pencil

Graphite Pencil / Broadcast Innovations / Broadcast Innovations / 2008

kulula.com is South Africa’s favourite low cost airline, and has built a reputation for being a bit cheeky and doing things a little differently. Our challenge was to launch the kulula.com credit card. It is a typical credit card, with the benefit of free kulula.com flights to spend. Essentially what you buy will help you fly. We created a series of seventeen 5-second stings. These were aired immediately after other product advertisements, urging viewers to buy the products they had just seen in the previous ad, on their kulula.com credit card, so they could earn free flights.

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