The Brief

For AfriSam’s 2019 Pink Day campaign, I co-developed the creative concept and art directed a multi-channel activation that turned the brand’s distinctive pink Readymix trucks into a mobile awareness platform for breast cancer. The idea invited the public to spot the pink trucks, share their location on social media, and enter to win tickets to the Pink ODI cricket match, while AfriSam donated for every entry. The campaign rolled out across truck livery, social media, radio, digital banners, and content pieces, blending product visibility with a meaningful cause.