The future of entertainment is launching now


Joe Public United has announced the launch of a revolutionary entertainment offering,
named black. Having won this unique piece of business earlier on this year, the
agency has been keeping this well-kept secret under wraps for the past few months.

What is black? black is an entertainment platform, and a South African first, that
allows you to rent, buy or subscribe to movies and series (even the latest movies and
brand-new, still-to-be-released international series). You will also have access to
music videos, football club channels, gaming and much more on any smartphone,
tablet, laptop or TV from only R5 for one day.

black is being brought to consumers as a new separate division within Cell C which is
focused on delivering entertainment and content. However, it is network agnostic;
meaning it will be available to any consumer with an internet connection.

black truly is the future of entertainment and to communicate this Joe Public United
launched a full 360-degree campaign dramatising the premise that “If you don’t have
black, you’re living in the past’, because black is “The future of entertainment. Now.’.

The concept of black as a brand arose from wanting to position this new product as
the best, most innovative entertainment offering on the market. The intention was to
create a disruptive, iconic, intriguing and sexy brand that still offers consumers
absolute accessibility and quality. From the start, we knew this brand would require a
highly distinctive identity on which to build strong memory structures.

The name black is bold, expressive, it is mysterious and intriguing. And, like deep
space, the colour black is seemingly endless in its depth. And like its name sake, black
the entertainment platform – once you access it – is also endless, full of mysteries,
adventures and discoveries waiting for you to explore.

A series of humorous TV commercials were produced and shot by Velocity Films and
crafted by director Adrian De Sa Garces. The television spots take consumers back in
time to bring black’s future of entertainment concept to the fore. Epitomising that you
may well be living in the Stone Age when everyone else is in the digitally connected
entertainment world of black.

Starting with a brand positioning and integrated channel strategy, the Joe Public
United group has built this brand and all its facets from the ground up. From
corporate identity, developed by Shift Joe Public, to the brand campaign across all
mass media platforms, to breakthrough digital solutions by Connect Joe Public,
unconventional PR tactics by the group’s PR agency, Engage Joe Public, and all media
planning and buying, the campaign demonstrated the depth of Joe Public United’s
integrated offering to their clients.

“The alignment of the group’s approach to strategy and excellent creative output,
expresses the true partnership potential we have with Joe Public United. We are
excited to be joining forces with the dynamic group and we believe they are best
suited to complement our business,’ says Surie Ramasary, black, chief executive:

Watch the commercial:

Production Company Credits
Production House: Velocity Films
Director: Adrian De Sa Garces
Director of Photography: Werner Maritz
Executive Producer: Karen Kloppers
Post-production: Left Post Production
Editor: Saki Bergh
Colourist: Keno Naidoo
Online Operator: Keno Naidoo
Audio: Louis Enslin

Agency Credits
Client: Cell C
Brand: black
Agency: Joe Public United
Client Contact: Surie Ramasary Chief Executive: Content, Doug Mattheus Executive
Head: Marketing, Karin Fourie Executive Head: Communications
Above-the-line: Joe Public
Group Chief Creative Officer: Pepe Marais
Chief Creative Officer: Xolisa Dyeshana
Creative Director: Assaf Levy
Strategic Director: Leigh Tayler
Senior Copywriter: Verona Singh
Senior Art Director: Kursten Meyer
Copywriters: Dominic Hatchuel, Galaletsang Kgoathe
Art Directors: Grant Linton, Mphela Mamabolo
Business Unit Director: Zorana Safar
Group Account Director: Andrew Wright
Account Director: Francois Van Deventer
Account Manager: Kelly Emerton
Agency TV Producers: Wendy Botha, Nikki Shakleford
Digital: Connect Joe Public
Digital Executive Creative Director: Dylan McLean
Digital Creative Director: Daryn Drake
Digital Copywriter: Jared Milne
Digital Designer: Andre Lopion, Aldo Pulella
Digital Producer: Mun Ying de Lacy
Digital Account Director: Tarryn Coetzee
Digital BUD: Tarryn Coetzee
Digital Account Director: Chantal Oliveira
Digital Project Manager: Shea Bauer
Brand Design: Shift Joe Pulic
Christo Kruger: Creative Director
Abigail Sizaliyo: Senior Consultant
Sonia Dearling: Mid-Weight Designer
Public Relations: Engage Joe Public
Puleng Mosholi: BUD
Lerato Molete: Project Manager
Mbali Zondo: Senior Account Manager
Below-the-line: Ignite Joe Public
Ismail Jardine : Client Service Director
Sindy Mazibuko: Account Executive
Dawn Franke: Creative Director