RESTA
Before dawn and again at night, many South African’s commute up to 4 hours a day in crowded, uncomfortable taxis, buses and trains. As the brand that’s been nourishing these hardworking souls for almost 70 years we empathised with them and put our energy into finding a uniquely South African solution for a uniquely South African problem.
Introducing the Lucky Star RESTA - a small pillow with a suction cup that attaches to taxi windows and is perfectly designed to cushion the head comfortably and hygienically. It’s something so incredibly simple and uniquely comforting to working South Africans. Which is, coincidentally, the same qualities our fish has.
And, while they got a much more comfortable and dreamy commute, we saw the rush hour traffic fill up with informal Lucky Star branding, gently infiltrating this hotly contested media space with branding that wasn’t just visible…it was loved.
Lucky Star – Resta Pillow Credits
Agency: JWT Cape Town/South Africa
Country: South Africa
Country: South Africa
Executive Creative Director: Paul Strappini
Creative Director: Kush Chetty
Creative Director: Kush Chetty
Designer/ Art Director: Azola Dyonta
Writer: Paul Strappini
Videotographer: Liesl Mauermann
Videotographer: Liesl Mauermann
Production: Martine Levy
Client Service: Bongeka Masango
Editor: Chantelle Stewart
Sound Design: Audio Militia
Brand Representative (Client): John Stephenson
