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'Coming out' ad gently teases rugby-mad South Africa

27 Feb 2012

To highlight one of South Africa's largest golf expos, Expo18, 27-29 April 2012 at the Coca-Cola dome in Johannesburg, Arctic Circle in Cape Town produced a tongue-in-cheek print ad. 'Coming Out', in which a young man tells his rugby-mad dad that he is a golfer - a bold act of rebellion.

'Coming out' includes a behind-the-scenes look at the production of the ad:

"Coming Out" Ad Expo 18 - Behind the Scenes from From the Couch Productions on Vimeo.

Credits

Creative director, Martinique Treadaway, Arctic Circle
Art director: Brett Atherstone, Arctic Circle
Copywriter: Charlie Gilbert, Arctic Circle
Photographer: Bryan Traylor, Locker 14
Stylist and props: Stacey Dunn