Botha/Thabo: Johannesburg Apartheid Museum Guerilla Campaign

P.W. Botha and Thabo Mbeki. These names ring a bell for many, and represent so much more to others. To raise awareness for the Johannesburg Apartheid Museum, Draft FCB designed this clever guerilla campaign involving the use of Botha and Thabo - two names that ironically contain the same letters, despite their nearly opposite symbolism. P.W. Botha was the last South African president under whom apartheid reigned. On the other hand, Thabo Mbeki is the current president of South Africa and an extremely influential man and politician both in Africa and internationally.

The Johannesburg Apartheid Museum guerilla campaign was extremely effective in that the anagram used truly captured the essence of what the museum is about - remembering a haunted and dark past, but also knowing that now South African civil rights have expanded and improved. With a line like "experience the shift in power," this campaign should be used as a basis for your next marketing effort, as the usage of promotional posters here was very successful.