Port
Elizabeth advertising agency, Boomtown Strategic Brand Agency, has been short-listed
for a prestigious international award. The Nelson Mandela Bay agency was
selected among thousands of companies from London, New York and Sydney for the
2013 CLIO awards.
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| Founder Neil Hart and Wayne Harrison. Picture: Ivor Markman. |
The
awards are presented annually to reward innovation and creative excellence in
advertising, design and communication.
The
shortlist was announced on Monday.
Boomtown
was selected for its advert titled The World’s First Stethoscope Radio Ad,
which it did for Africa Health Placements, a non-governmental organisation that
places doctors in public healthcare facilities across Africa.
The
agency’s creative group head, Tim Jones, said: “This is huge for our industry
and for the Eastern Cape.”
The
advert was a multimedia idea to encourage newly qualified foreign doctors to
work in Africa.
Jones
said when the company pitched the idea to Africa Health Placements; they were “over
the moon”.
It
involved sending a box by direct mail to US and European medical graduates,
requiring them to place their stethoscope on the box. This triggers a pressure
sensor that activates an audio clip.
The audio
clip, he said, was a heartbeat, which turned into a drum beat.
“We came
up with the idea while we were researching. We wanted something that would
stand out and appeal to the doctors.”
He said
he was hoping for a positive response to the 200 boxes containing the adverts they
had sent to London, Europe and Germany.
If
Boomtown wins, it will be for the second time. Last year, they won a CLIO
Healthcare silver award.
Winners
will be announced at a ceremony in New York on May 15.
- Nomahlubi
Jordaan
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