Our client, African Perspectives is a publishing house that had acquired the rights to republish Che Guevara’s The Che Guevara Reader. They briefed us to create a radio campaign that explained the intricacies of the book itself as well as prompt sales from their website.

 

After much research, we found that most people didn’t know who Che Guevara actually was. Some thought he was a president. Some thought he was a terrorist. Some didn’t know who he was at all. They just wore the T-shirt. After reading the book, we discovered many sides to Che Guevara we didn’t know about either. So, we set out to give a well-rounded picture of who the man was, through a radio campaign that drew its inspiration from Che’s words himself.