Mugshots of Malfeasance
Mike Sharman
Retroviral, Retroactive, MatchKit.co, Webfluential.com and Put Foot Foundation
'A?job in every home'??is juxtaposed with Mmusi Maimane's jaundice-looking profile pic melting into the streets of a particularly mild Johannesburg Autumn midday. Mashaba is also starting to 'yellow' - perhaps there was an ex-DA-discount on poster prints? Maybe it's 'the aesthetic' to encourage the Reel-TikTokkers to take up arms and make their mark; 42 per cent (a whopping 11.7m peeps)?of registered individuals are 18-39 years old.
According to the IEC, 27.79 million voters - the highest since the dawn of democracy in South Africa - are eligible to?x?[not to be confused with the platform formerly known as Twitter] their choice in?the 2024 National and Provincial Elections.?
Our streets are littered?with the mugshots of empty promises that'll define the next half decade; cardboard that'll literally litter our streets for the remainder of the year, post?29 May.
I have an unhealthy obsession with?politics and the personal branding of politicians. I blame this on my love of history and one of my agency's early projects: building a Facebook page for an unknown, Gauteng premier-hopeful - one Mmusi Aloysias Maimane - back in 2012. 5,000 followers in a matter of days was no mean feat.
I like Mmusi and his current campaign slogan (it is the most succinct IMHO), despite his attempts at cyber-bullying me, personally, on the Twitter streets once. I get it. It was a virtue-signal to his followers. It was very alpha, ver-BOSA of him. I just wish he would be consistent with regards to the tone of voice he uses. This is where he loses his authenticity. Trying to be all things to all people isn't an effective strategy.?
John Steenhuisen hates constructive criticism so this comment will fall on blocked pages. If?John Steenedy?(if my obsession with politics is unhealthy, then Steenhuisen identifying as JFK - true story -?is cause for being committed) had a vote for every person he has nixed on social media, he would certainly be this election's kingmaker.?
Hat-tip to Rise Mzansi for actually listening to people. I tweeted them about version one of Songezo Zibi's posters, suggesting there was too much negative space and their commander in chief being lost in the layout. Whether or not this influenced a redesign for version 2.0, they responded and seemed to take the feedback on board. It's a small gesture but an act that proved they're a new party interested in commentary from all constituents, mature enough to handle feedback - positive or negative.??
Spoiler: the DA will struggle to hit 20 per cent in this election. The (non-)white elephant in the room is the inability to truly listen to or identify with South Africa. The republic does not pertain to Hout Bay, but rather the eight other provinces outside of, er, 'Proooovince'.
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The issue I have with the DA's poster campaign is its vagueness. 'Rescue South Africa' with the red call-to-action design, nuanced per region and language, isn't definite. Also, every time I see the Afrikaans 'Red Suid Afrika', I think of the EFF. Awks.
Talking about the Reds, this election is a defining moment for the 'bérets rouges'. Has their value prop aged like a fine red wine or has the consistent delivery of the right wing whine / whinge hit saturation point ? Either way, Julius's posters, nay, banners are a sight to behold. The most professional and impactful of all. If only streetpole creative (or tweets)?determined winners of elections ...
JZ looks like he had a glow-up, but he's just an ANC headshot in MK clothing. I feel he is still laughing?at us; it's the most dramatic of irony that the posters of the poster child of corruption is mobilising the masses, enmasse, to get his hands back inside the KZN commercial cookie jar: 'Nkaaaaannnndla'
Ah, the incumbent. The redundant, Cyril. I imagine the photographer's brief to?Cupcake?was - 'look shocked, it's your thing'. So on-brand. The 'Let's Do More' message on most ANC election posters is screaming to be memed. Let's Do More, Looting, State Capturing, Cadre Deploying, Poverty Avoiding ... Together.'
Finally, the biggest disappointment of our latest season of 'Democracy' is the obvious lack of women protagonists. The posters are a metaphor for South Africa - plagued by malfeasance, misogyny, and various degrees of misdemeanors - it's enough to make us exhale a collective 'MEH'.?
What difference can my?vote make??
Personally, I love South Africa and I will continue to shout it from the rooftops. The momentum of your marked ballot, coupled with action from your friends and family who want peace and prosperity for your progeny can drive physical progress; those who share a similar value system - change starts with one.
Bring on?29 May.?That's when we get to stick it to the literal man!?
Helping people tell better stories to build better brands
6 个月I loved reading this and your insights, Boss Story teller!
Managing Director and Associate Chief Counsel, Investment Transactions
6 个月You should add pics to the text so that those of us from a distance can see what you're talking about. Aesthetics aside, what the piece seems to be saying is 'no good options' but go vote anyway. That kind of messaging, surely, induces the same 'meh' it is criticizing? Too dangerous to take a stand? I was in SA back in late October, first time in 25 years, and was struck by something the extremely well-educated (Xhosa) driver said en route from Tambo to Sandton: 'we are disturbed by the lack of patriotism in our politicians'. Which of the slogans do you think pulls on that string?
Brand and Communication Strategist
6 个月I wrote about this last week and I've been asked to comment on the posters on SAFM tomorrow morning (hope I don't get myself into trouble). You make some good points. None of these campaigns are compelling, judging by their posters. The Rise Mzansi posters weren't great at the beginning - much too hard to read and lacking visual impact, which is a problem with their CI overall. But at lest they're more legible now. From my point of view, they are dominating conversation over at X, and the DA is effectively doing a lot of marketing for them. I've long criticised the DA for getting sucked into stupid social media-driven culture wars instead of focusing on their track record, where they can't shut up about "woke" and "snowflakes". So incredibly stupid when they're one of very few parties that can point to a proven ability to run things without ruining everything.