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Business Day | Understand Your Country Or Lose It



Business Day’s new brand campaign ‘Understand Your Country Or Lose It’ takes a critical and necessary look at the realities faced by South Africans who suffer personally as a result of the country’s current political economy. The campaign includes three TV commercials – Education, Foreigner and Housing – released throughout September. None of the characters in the ads are actors. Instead, extensive planning went into finding real people to describe their actual situations. Shoot locations were not manipulated, for example, the library seen in ‘Education’ was filmed exactly as it was found, with broken equipment lying around and the few remaining books in very poor condition.


The campaign is a distillation of what Business Day finds itself reporting on every day. Editor-in-chief of Business Day, Peter Bruce, says, “Like the articles we publish, it refers to things that are happening in the country in order to stimulate a response that could lead to positive changes. In that sense, it’s not an awareness campaign, it is an engagement campaign.We want to touch people on an emotional level and prompt them to engage actively in addressing South Africa’s biggest issues, and by inference subscribe to Business Day.


The campaign is passionate because we as an editorial team are passionate about providing news that is objective and thoroughly well researched. We also care deeply about South Africa and its wellbeing, and the campaign reflects this.”




Advertising Agency: OwenKessel
Executive creative director – Donovan Bryan
Art Director – Beth Hughes
Copywriter – Gordon Laws
Producer – Noeline van den Berg
Account manager – Kate Jager


Production company: Velocity Films
Director: Gregg Bailey
Executive Producers: Peter Carr and Nicola Valentine
Producer: Di du Toit
Production Manager: Balthazar Bierman


Freelance Crew:

DOP: Paul Gilpin and Robert Wilson
1st AD: Graham Hickson
Focus Puller: Ewan Bogle
Loader: Ray Geldenhuys
D.I.T: Delon Misic
VTO: Robert Tiley
Key Grip: Thomas Wahl
Best Boy Grip: PJ Steyl
Gaffer: Bruce Thomas
Spark: Patrick Mashaba
Sound Mixer: Tony Honeybun
Props Master: Justin Elgie
Make Up & Wardrobe: Niqui da Silva
Unit Manager: Sandy Mathebula
Unit Assistant: Licorn Mkhabela
Production Assistant: Brian Sandawana
Production Assistant: Sibonela Ngubane
Child Minder: Niki Montgomery
Catering: Mark Bergkamp


Post Production:

Deliverance Post Production:
Editor: Anthony Lee Martin
Producer: Paula Raphael
Colourist Nicholas Apostoli
Flame: Jean du Plessie
Audio: Freq’ncy
Sound Engineer: Dave Harris





Behind The Scenes:




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