This new(ish) campaign by 140BBDO for investment solutions company Metropolitan takes a detour from the usual ads in the retirement plan category.
Without proper planning a lot of South Africans are forced to work well past their retirement age just to make ends meet. Starting a retirement plan while you’re a young professional is a way to make sure this doesn’t happen to you. Wanting to reach this target market, 140 launched the campaign via cellphone video sharing. This medium had to be considered throughout the production decisions for the ads. Art Director, Gareth Cohen 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.” Clever use of framing to conceal and then reveal the crux of the idea helped to achieve this.
The idea itself also had to be an uncomplicated one. Cebisa Mfenyana, Marketing Manager: Marketing and Business Development Metropolitan Retail, said, “Our message is simple: it’s never too early or too late to start saving for retirement. By giving a snapshot into a day in the life of someone who has to work in their old age, we hope to encourage people of all ages to proactively save for retirement.”
These are the results, titled ‘Security’, ‘Zimmer Frame’ and ‘Receptionist’.
Creative Director: Alexis Beckett, Ivan Johnson
Art Director: Gareth Cohen
Copywriter: JP Le Riche
Agency Producer: Megan Sturgess
Production: Kojak Films
Director: Ari Kruger
Producer: Saskia Rosenburg
DOP: Zenn van Zyl
Sound: Chris Querido
Post: Black Ginger