Welcome

You've arrived at Adam's little spot on the web. Not just any Adam. Adam Nel. Copywriter. Strategic thinker. Day dreamer. 

Take a look around. You may just see something you like. If you do, be sure to drop me a line. I'd love to chat. 

Unique Formulations

Unique Formulations (a brand within the Adcock Ingram Group) briefed us on repositioning their brand. In an ocean of multivitamins and minerals I really had my work cut out for me. When all multivitamins seem to offer exactly the same things, the problem was to break through the brand messaging clutter. My solution was to create an intuitive positioning by letting the shopper know that Unique Formulations will give them what they need, so that it's one less thing for them to worry about. I targeted this campaign at both men and women to cover both the core and emerging markets.

Colgate Plax Mouth Rinse

Colgate decided to launch a 50ml bottle of Plax (a very, very small bottle) at a favourable price. They decided to launch the product to get people to try it out and move from, the current South African mouth rinse market leader, Listerine. I was tasked with coming up with some interesting ideas for the launch. Seeing as though we were dealing with a really small product, I came up with the concept line of, "Try a little. You'll like it a lot." And, to meet with further product objectives, I also came up with the line, "Get on-the-go fresh breath".

The first of my ideas was derived from something I saw, called Flyvertising. Seeing as though the medium is really, really small, it fit perfectly with the product. 

Playing in the oral care aisle is great, but to really get the point across, it's best to play throughout the store. Here are some cross-merchandising ideas.

In South Africa, it's commonplace to be handed flyers at traffic lights. Most of these have become white noise, as it were. I decided to put a different spin on the humble flyer, by making it really, really small. Non-invasive and something to cut through the clutter. Who said bigger is better.

What ever happened to the scratch and sniff card? I decided to use this medium as another element. The exception is that, when the card is scratched, the smell of onion or garlic will be released. Not the most pleasant of all scents, and that's why it would work so well.

To add even further visibility to this campaign, I proposed car fresheners to be placed into Avis or other car rental cars. This freshener would smell like the product and also linked into the "on-the-go fresh breath".

Absa Vehicle and Asset Finance

Absa (a division of Barclays Bank) loved this idea one day, then hated it the next. As such, this was never shot and stock images (watermarks in tow) are still used in this layout. Our target market for this once-off ad was women.

CAMAF

CAMAF is a private health care insurance company for the high-end professional sector. This proactive idea was placed in an internal industry magazine. 

Johannesburg Association for the Aged

This is a campaign that was stolen with my hard copy portfolio. I have not been able to get my hands on this campaign again, but have had someone recreate it as far as it's possible. The images used in this campaign were shot and nothing quite like them appear on stock sites. I have had an art director recreate one of the images (not very well, though) to give you an idea of what the ads looked like.

JAFTA is an organisation that looks after elderly people who have no access to family or funds. Their biggest competitor is the RSPCA. This is where the idea behind the campaign came from.

Boys and Girls Town

This is one of those pieces that has been both recreated and never sold. Just some info: It's not 100% clear, but the painting is signed by Adolf Hitler. Before he became a megalomaniac he had a passion for painting. Boys and Girls Town is a school that deals with troubled children and turns them into valuable members of society.