The retail market is saturated in South Africa. Price wars rule. So we needed to find a more emotive way to heighten brand recognition and give people another reason to visit Game stores other than “low prices.”

More than 2 million South Africans live in informal homes – which are typically made of corrugated iron, making these homes extremely cold in the winter. As a result, people turn to leaflets: newspaper ads that promote supermarket specials. These leaflets are pasted on their walls for insulation.

Game produces 4 million leaflets a week to advertise its products, we decided to donate the catalogue’s most prime real estate – the centerfold.

Turning a leaflet into a collectable wallpaper for South Africans. Encouraging customers to get a free wallpaper every week and ultimately fill a room.

Game is committed to the upliftment of all South Africans, by delivering everyday goods through the lowest prices in the market. So democratising access to basic human needs is the cornerstone of the brand’s ethos. Our objective was to demonstrate this principle by tapping into an existing behaviour. Repurposing the leaflet into an aesthetically pleasing wallpaper, allowed us to drive more consumers in-store while communicating Game’s compassion for every South African.

The 4 million prints were distributed across the country for over 2 weeks. The Wallpaper for all was a tactical short-term media placement but the knock on effect is long-term. The Wallpaper prints that were used will occupy thousands of homes for years.

The key objective is two-fold: first, to help underprivileged South Africans beautify their homes with a little more dignity. Secondly, to repurpose paper that some people would toss away which is not good for the planet. Both those objectives were met. There was a 64% increase in demand of the leaflets, which in turn meant that we there were no left-over leaflets that would end up in a landfill. The prints were available in Game outlets countrywide and became the most sought-after leaflet in the history of the Supermarket, driving even more people in-store.