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Nedbank: D-Vice
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When it comes to money, South Africans are notoriously overextended, with one of the lowest savings and highest debt-to-income ratios in the world. Nedbank, a bank that has always championed taking money seriously, wanted to take a stand and create social consciousness around excessive consumerism and irresponsible money behaviour. To achieve this, integrated brand and communications group Joe Public United in arms with Romance Films brought to life a campaign that subtly subverts the signals of advertising to get people to think more critically about the thousands of messages exhorting them to want more and spend more. As a result, an anti-advertising campaign was created through a series of fictitious product commercials. However, instead of selling products, the campaign strikes the conscience of South Africans around the critical need to #TakeMoneySeriously by joining the bank that already does. Directed by Greg Gray of Romance Films, each of the five films in the campaign appears, at first glance, to be a commercial we are all familiar with: the luxury car on the wide-open road, the edgy basketball player with the cool new kicks, the shiny features of the latest smartphone, the sophistication of the cocktail lounge, the ethereal sensuality of perfume – all recognisable tropes that we, as consumers, understand, respond and give meaning and our money to. However, as each film progresses, the allusions to unchecked spending gradually become more pronounced to reveal that all that glitters is not necessarily gold. Explicit references to banking clichés are intentionally held back to build interest, intrigue and impact before revealing that this is, in fact, a commercial for a bank.
Brand Representatives (Client): Khensani Nobanda, Nthabiseng Matshekga, Buli Ndlovu, Molise Moloi, Rachel Motloung, Thuladu Khumalo, Anisha Khan Related
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