In Ads This Week we’re taking a look at the new #PoloTag campaign for Volkswagen, animated ads for OUTsurance, ‘Howzit’ branding for Castle Lager and a radio ad that you can DJ for Red Bull Campus Clash.
Volkswagen #PoloTag by Ogilvy & Mather Cape Town
Having already taken on the Mother City, just kicked off two hours ago in Durban, and heading to Joburg next, Volkswagen’s new fast-paced campaign introduces the New Polo. Aimed at getting the South African public to experience the improved drive and interior features of the New Polo, #PoloTag is the ultimate test drive: a Twitter tag game with real life implications.
If you spot the #PoloTag car, tweet @VolkswagenSA its location and wait to see if you’re tagged #Youreit and you could get to test drive the car right then and there. The vehicle will immediately stop and you’ll have 2 minutes to reach it (an electronic board will display your Twitter handle and a two-minute countdown clock on the top of the car.) But then the race is on as if somebody else spots the car and tweets the correct location while you’re driving then your time is up and the next driver gets to take over. The top 10 participants who manage to test drive the vehicle the longest, stand the chance of winning the New Polo for a year!
To play #PoloTag, look out for the clues or #PoloLandmarks that will be tweeted by @VolkswagenSA
Unfortunately for Cape Town, your chance is up, but these are the dates for the rest of the activation:
Durban: 08 & 09 August 2014
Johannesburg: 15 & 16 August 2014
#PoloTag is open to anyone with a Twitter account and valid South African drivers licence.
Luma animates a new cast of talking wallets for OUTsurance
Insurance giant, OUTsurance, achieved increased volumes of both car insurance quotes and sales in the first quarter of 2014, which they’re saying is largely due to their ‘Talking Wallets’ TV campaign. With this in mind they commissioned a second round of ads conceptualised and produced by AIR Films, and superbly animated by top CGI animation studio, Luma. The ads represent the day-to-day struggle to save money for many South Africans, focussing on people who tend to procrastinate, people who feel the brunt of rising motoring costs, and older people who are reluctant to change their insurance even if they could get a better rate. Under Luma’s CG Super & Project Lead, Paul Meyer, and with Allan Cameron as character designer and Martin Sen as animation lead, the three animated wallets were brought to life by a 15-member team.
Matthys Boshoff – Director & Concept Origination
Marge Hughes – Producer
Paul Meyer – CG Super & Project Lead
Allan Cameron – Character Design; Conceptualisation & Storyboard
Martin Sen – Animation Lead & Supervision; Modelling & Texturing
Tim Morar – Animation
Mark Zimmer – Animation, Lighting & Rendering
Anthanase Georgellis – Modelling & Texturing
Werner Ziemerink – Modelling, Texturing & Rigging
Chris Wieffering – Edits & Pre-comps
Ndumiso Nyoni – Edits; Pre-comps & Final Composite
Greg Green – Edits; Pre-comps & Final Composite
Thezi Ndhlazi – Physics Simulation & Camera Tracking
Erik Kruger – On Set VFX Supervisor & Camera Tracking
Nono Mofokeng – Production
Howzit business cards for Castle Lager by Brand Union
Brand Union were recently tasked with designing a business card for the Castle Lager team that acts as an ad for the brand. This is what they did:
Castle Lager has been part of the fabric of South Africa since 1895. More than a beer, Castle Lager is a brand that epitomises the spirit of South Africa. It’s about sport, it’s about braai, but mostly it’s about togetherness.
Staying true to our belief at Brand Union that the experience of the brand is the brand, we wanted to make sure that the business card we create for the Castle team speaks to their brand as much as any piece of existing collateral and advertising.
Translating this consumer experience into a business context presented challenges of its own. In a diverse country like South Africa with 11 official languages, how could we demonstrate “togetherness” on a business card in a way that would relate to everyone? Bringing to life what lies at the heart of this iconic South African beer brand without diminishing the objective of a business card?
One word; howzit.
We took the iconic label of the Castle Lager beer bottle, and brought it to life as the tactile base for our unique business card. It also doubles up as a coaster, speaking back to the product and the typical setting it is enjoyed in.
A Radio Ad That You Can DJ for Red Bull Campus Clash by Machine
The Red Bull Campus Clash is South Africa’s hottest amateur DJ competition. Machine received the brief to create excitement around the event and most importantly get students to sign up. Their challenge? How to get students excited about a DJ competition when most of them don’t have access to DJ equipment. Their solution? A radio ad, that you can DJ.
Joshua Foster, Kenneth van Reenen, Brendan Hoffmann
Executive Creative Directors:
Jake Bester, Gareth McPherson
Sound Design and Engineering:
Arnold Vermaak (We Love Jam)