South African creative agency 140BBDO has developed a clever campaign to
illustrate the importance of investing in a retirement plan with Metropolitan, an
administrator of medical schemes.
Targeted at young professionals, the advert outlines that no one should have to
work pass retirement, though this is a reality for many South Africans who have
failed to put proper planning into place while still earning a salary.
Throughout the production process, consideration had to be taken into account
with regards to the medium of delivery of the final videos, which were to be
shared via cell phones. This meant having an uncomplicated idea that could be
highlighted within a small frame, used to conceal and then reveal the core of the
message.
Gareth Cohen, art director on the campaign, said: “We had to be mindful of the
idea, keeping visuals and sound simple, not only to keep the file size down, but
to make sure the message was understood on a really small screen.’
Visit: http://vimeo.com/80783496, http://vimeo.com/80782671 and
http://vimeo.com/80781938 to view the commercials.
