The three print ads depicted three different South African landscapes through which long distance trucks would typically travel. The landscapes are thus each representative of a different province in South Africa, namely the arid Northern Cape, the rainy, mountainous, Kwazulu-Natal, and the sunny, corn fields of the Free State.

The print ads flighted in a newspaper named the "Diamond Fields Advertiser" that targets a wide sector of business owners and communities in Kimberley and the Northern Cape Province of South Africa. Because this city and surrounds are quite isolated, business owners in Kimberley and surrounding areas use cargo trucks to transport goods between Kimberley and other major cities and towns in the country. Flighting our campaign in the Diamond Fields Advertiser thus gave us the opportunity to directly address our target buyers.