Game: Wallpaper For All

More than 2 million South Africans live in informal homes - which often means that they paste leaflets on their walls for insulation and as a form of wallpaper. While this is practical, it compromises the homely feel of their environment. Game, a supermarket that offers the lowest prices on home appliances, wanted to democratise décor and beauty for all South Africans. Game produces 4 million leaflets a week to advertise its products, they decided to donate the catalogue's most prime real estate - the centerfold, to use it for a collectable wallpaper. This allowed customers to get a free wallpaper every week and ultimately fill a room.
Agency: King James Group ( Part of Accenture Song)