09 Dec Value for Money: Sanlam’s ‘One Rand Family’ Wins Four Golds at the Midas Awards
Following the success of One Rand Man, a social experiment on spending and saving money, Sanlam’s One Rand Family chronicles the journey of a middle class South African family living beyond their means. The family of four, commodities manager, Sbu, his town planner wife Londiwe and their two children, aspiring entrepreneur Njabulo (18) and Ayana (3), receive their monthly salaries in one rand coins. Replacing bank and credit cards with one rand coins, the family gains a new perspective on where and how their hard earned money is spent.
The five part series was directed by Arcade’s Rob Smith for King James. It recently won four Golds (non-broadcast video, integrated (mixed media), financial services and public relations) at the Midas Awards in New York, the only awards show recognising excellence in financial marketing and advertising on a global scale.
At the start of the campaign, Yegs Ramiah, chief executive of Sanlam Brand, said, “Like many families, the One Rand Family is confronted with financial choices every day. Choices to spend or save. They earn good salaries, but are they investing enough in their future? If not, what is standing in their way? We believe their story will resonate with many South Africans and will provide valuable insights into our relationship with money. We want to explore the psychology behind money and understand the real drives of our behaviour.”
One Rand Family reaches deeply into the issue of short-term money thinking and the habit of putting status above security, with important analysis from some of the country’s leading finance and behavioural experts. Clearly, the experiment struck a chord. The Midas Awards recognition followed the campaign’s second placement at Creative Circle Ad of the Month. If you haven’t seen the web-series yet, watch the episodes below starting from the moment Sbu, Londiwe and kids have their online banking blocked, their bank, credit and store cards locked up, and their salaries lying in a massive heap of coins on the floor.