An audiovisual depicting the continued growth and reach of the SABC was part of the celebrations to launch the upgrade of SABC’s Radio Broadcast Facilities (RBF). Masters & Savant Worldwide JHB produced the audiovisual which showed the pioneering innovation of SABC radio through the ages. The AV has since been nominated for a 2008 Loerie Award.
Says Trudy Mackay, Manager: Special Projects, SABC Group Marketing, “To visually depict the journey of the SABC radio broadcast facilities, we required an audiovisual with a retro chic look to show the journey of facilities technology from 1923 to the present date. The audiovisual had to capture not only the history, but also the ongoing spirit to advance the mandate of the national broadcaster – total citizen empowerment.”
Says Masters & Savant “s MD and creative director Roger Smythe, “The concept was ‘radio through the ages’ with the art direction set as retro chic, so we decided to use a graphic device that would carry the theme – old-school retro posters revealing different eras in SABC radio history. We depicted the journey of the SABC RBF by means of a trip down memory lane to make the audience feel warm and nostalgic about the role that radio has, and continues to play.
We introduced the design aesthetic of radio equipment from bygone eras, and design cues from methods in which radio signals and transmissions and technology were depicted in the old days – the 50’s and 60’s sixties retail approach. Further we introduced different social and political historical events (WW2, Music of 50’s and 60’s) and radio’s role in those times.”