Advertising Dar is Tanzania’s leading classified magazine that was celebrating their 21st anniversary, and wanted something nice to commemorate how far they’ve come. The task henceforth was to develop an asset that would uniquely capture the story of the company and how far they’ve come over the pst two years. An asset that could be used during and post the ceremonial event.
Production + Storytelling
The Thinking
Recognizing the inherent habitual tendencies of humans, where actions often become second nature—we leveraged this insight to position Advertising Dar as more than a mere print magazine, but rather an intrinsic part of life in Dar, ingrained in the daily routines and lifestyles of customers.
Our Process
Understanding that humans are habitual in nature, such that we often do things without even thinking too much about it, such as fuel our car at the same gas station even when there are 2 others that may be closer. We used this understanding to demonstrate how Advertising Dar was not just another print magazine, but part of life in Dar itself.
The Outcome
We told a fictional love story about a 21 year old relationship between two people that had a beautiful climax, all whilst the magazine being the center of the key moments that mattered.
The Main Attraction
We titled the campaign “Miaka 21 Pamoja”. Utilizing the brand’s long-standing history, we narrated the tale of two individuals growing up alongside each other, with Advertising Dar serving as the connective tissue of their shared journey. The narrative spanned from the brand’s humble beginnings as a single-page leaflet in the late 1990s, to its evolution into the most prestigious classifieds magazine in the country, thereby underscoring its integral role in their lives and the wider community.
