13 Jul Absa’s ‘Save for Change’ Music Video Directed by Dani Hynes
Absa have taken an unusual approach for their latest advert in that it’s not really an ad at all – at least, not in the way we’re accustomed to. Set to Jeremy Loops track ‘Power’ feat. Casper and Sphum, the spot is more of a music video slash short film that illustrates the universal theme of why and how people earn, save and spend money.
Save for Change was directed by Egg Films’ Dani Hynes for Base2, Absa’s digital agency. Given nothing but the line “small change creates big notes” as a brief, Dani chose to tell three parallel stories of Fred – a talented busker, Lily – a creative waitress and Mike and Simone – a couple itching to travel. Rather than focussing on the end goal of a financial plan, Dani details the character’s journey as their savings grow over time.
“It was one of those incredible jobs where we got to give our input from the very beginning,” says Dani. “Because of the freedom of more time we got the opportunity to explore the characters and give viewers the chance to really engage.”
Director: Dani Hynes
Cinematographer: James Adey
Editor: Jason Basson at OBPP