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Old Mutual Campaign: Real People, Real Dreams

[youtube]http://www.youtube.com/watch?v=mtse318lhEs[/youtube]

 

Old Mutual, with the help of their marketing communication partner Draftfcb Johannesburg, has created an innovative  campaign for Financial Lifestyle Solutions. According to the brief the campaign needed to illustrate the importance of financial planning and the relevance of future ambitions in today’s reality. To do this, Draftfcb Johannesburg found six real people with real financial goals and made a way for each of them to experience their dreams, years before they actually happen.

 

Through two TV commercials directed by Miles Goodall, the campaign tells the story of Magauta’s 9-year old daughter whose dream of becoming a professional musician ‘came true’ 15 years early as she played with the Johannesburg Philharmonic Orchestra, and of 26 year old Quinton’s experienced what it would be like to own a game lodge when he retires 40 years before it happened. The other four customers featured in the campaign through videos and radio adverts are Grace – an aspiring art gallery owner, Tascha – who dreams of taking photographs of city skylines when she retires, Naledi – whose son wants to be a pilot and Andrea – who aspires to run a wildlife sanctuary.

 

Credits:

 

Agency: DraftFCB

Executive Creative Director: Jonathan Deeb

Creative Director: Erin Brooks

Copywriter: Mohlalifi Lentsoane

Art Director: Kyra Antrobus

TV Production: Vanessa Borthwick

Managing Partner: Heidi Nelson

Business Unit Director: Portia Tapfumaneyi

Group Account Directors: Alison Pegg & Francois van der Merwe

Strategic Planner: Ryan Parkhurst

Production house: Sweet Spot Content

Director:  Miles Goodall

Production Designer: Gareth Paul

Producer: Linda Notelovitz

Editor: Nic Goodwin (Left Post Productions)

Post-production: Ministry of Illusion

 

The rest of this campaign can be viewed at www.fromtoday.com

 

Old Mutual - playing the drums

 

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