Grand-Pa: “O Grand-Pa?”

“O Grand-Pa?” is a self-initiated outdoor campaign built around a simple play on the Grand-Pa name. The idea turns the brand into a familiar question of concern while connecting that concern to what the product does: provide relief when somebody is in pain.

The campaign speaks to everyday South Africans of all ages who recognise Grand-Pa as a familiar response to headaches and everyday pain.

Concern for another person’s wellbeing is deeply familiar in South African life. When somebody appears uncomfortable, the natural response is to ask whether they are okay.

I noticed that the Grand-Pa name could become part of that question. It created a direct relationship between the brand, the expression of concern and the relief the product offers.

Use the Grand-Pa name to turn a familiar question of concern into a memorable prompt for pain relief.

The wordplay gives the campaign humour, but it remains connected to the product’s purpose. The joke works because the brand name already carries the answer.

The idea was developed as a simple outdoor system across billboards, street-pole advertising and branded public bins in high-traffic environments.

Some executions lead with the wordplay, while others use illustrated characters or direct product imagery. Together, they allow the campaign to repeat the same central thought without every placement looking identical.

The campaign uses simple illustration, recognisable product imagery and highly legible compositions designed to be understood quickly from a distance.

The layouts rely on balance and controlled negative space so the wordplay remains the main attraction. Strong brand colours make the campaign visible in busy public environments, while the uncomplicated image treatment keeps it approachable and humorous.

The part I am proudest of is the layout system. This project showed me that I am beginning to understand balance more clearly: how to place copy, characters and product imagery without allowing one element to overwhelm the others.

It also reminded me that a good campaign idea does not always need to be complicated. Sometimes it begins with noticing something that has been hiding inside the brand name all along.