The TV advert should create awareness about the initiative and provide a clear link back to the brand. Three other contact points should support this.
Create a 45
second TV ad
promotion
Ster Kinekor’s
CSI initiative,
Vision Mission
Brief:
people can see them doing it and remark upon how kind and generous they are. But in this selfish mentality, a simple thought has been greatly overlooked: that the small, thoughtless acts of good often make the biggest difference.
The brief was answered by creating an advert revolving around the concept of ‘small deeds make a difference’. This concept came from the somewhat cynical observation of SA’s higher LSM urban citizens that (regardless of age, race and sex) people nowadays don’t generally like doing good deeds. That is, unless there’s something directly in it for them; or other
Below is the storyboard for the TV advert titled:
Small Deeds Make A Difference.
In our campaign, we equated the act
of simply ticking that R2.50 button at the Ster Kinekor self-service stations to those other good deeds that shouldn’t require too much thought. Holding the lift open for someone,
or even replacing a toilet roll for the next person, are all small acts of good
that will brighten someone’s day.
Contact Points
Top image: Popcorn-queue poster in situ.
Above: Popcorn-queue poster.
VO: Small deeds make a difference. Give just R2.50 here… SFX: Button beeping. VO: … and you’ll help Vision Mission give kids with vision impairments the gift of sight.
Ster Kinekor, Vision Mission. Music fades out.
Left: SMS poster.
Below: SMS poster in situ.
All our executions were inserted into
their physical context, to make the thought more tangible and closer to home. The visual look and feel of the campaign is light-hearted and a little naïve, because we wanted the target audience
to feel positive and uplifted about the cause,
rather than guilt tripped.
Right: Bathroom poster.
Left: Bathroom poster in situ.
Left: Elevator door ad.
Right: Elevator door ad in situ.
Copywriter: Alexandra du Plessis
Art Director: Kirsten Morgan
