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Copywriter: Niamh Arembrand | Graphic Designer: Lemuel Witbooi
The objective of this brief was to collaborate on a ‘real-life’ challenge and to develop a suitable conceptual design and communication solution within a very short time frame. We worked as a multi-disciplinary group to define a creative strategy, ideate a conceptual solution and develop prototypes that were presented as part of a persuasive pitch.
We had to choose a well-known South African brand, and come up with a concept and relevant creative solutions to promote their brand benefit and strategic message. We chose the brand Lift Airlines, and created an integrated campaign around our primary insight.
LIFT tickets are all fully flexible, allowing travelers to change and cancel without penalties. This takes away the stress and fear of commitment when it comes to booking a trip.
In 2021, being cancelled is seen as the worst thing that can happen to a brand but for Lift, being ‘cancelled’ is their biggest benefit.
Cancel Culture
In order to highlight the benefits of Lift’s core value proposition, it’s convenient and generous
cancellation policy, our concept plays on the modern social phenomenon of ‘cancel culture’. Cancel culture is a form of social ostracism, usually done online through public backlash on social media. The subjects of this ostracism are labelled as ‘cancelled’. By referencing cancel culture, Lift is able to showcase and contrast its own positive version of cancel culture which refers to the brand’s relaxed cancellation system.
Our solution is to launch an integrated campaign that introduces South Africans to Lift’s alternative version of ‘cancel culture’.
The campaign will play on well-known incidents of things being cancelled such as plastic straws which harm the environment and celebrities who tweet offensive opinions online. It will also tap into insights about the way in which people experience cancel culture, such as the fact that there are some things which are difficult to cancel for example, problematic relatives. Lift will then juxtapose this with the fact that the one thing that can definitely be cancelled, without controversy or debate, is its flights. Our strategy aims to leverage off of the fact that Lift’s target market is younger and therefore will understand the intertextual references within our ads. We will also be leveraging off of the controversial nature of the topic which will hopefully draw attention to the campaign and spark conversation between customers.
