We were tasked to help Cape Argus stamp their reputation of being the most relevant and professional newspaper in the market by creating a tactical advertising campaign to illustrate just how relevant Cape Argus is. 

The aim of the tactical ads is to reinforce the relationship Cape Argus has with its readers in an interesting way. The campaign focuses on Human Rights Day and the racial discourse circulating around the country. 

The ad is typographic and focuses on changing mindset by illustrating common ignorant phrases and asking the reader where they draw the line. The twist is that the lined out words change the entire meaning of the sentence. Thus showcasing Cape Argus’s ability to be bold in the face of any topic, no matter how difficult.