ONE RAND FAMILY
INTEGRATED CAMPAIGN
To inspire South Africans to change their attitudes towards spending, we convinced a family to live for an entire month using only R1 coins (equivalent to 5p). We covered the family's day-to-day activities and spending, telling the story from their perspective in a 5 part mini-documentary and across social media.
CLIENT: SANLAM (FINANCIAL SERVICES)
CAMPAIGN: ONE RAND FAMILY
AGENCY: SOCIETY/KING JAMES
ROLE: COPYWRITER, CONTENT CREATOR AND STYLIST
RESULTS
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53,593,342 impressions (ALT, digital, social & PR)
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Shared/retweeted 1,790 times
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31.6% Positive, 63% Neutral, 5.4% Negative sentiment from those who engaged on social media
AWARDS
ONE SHOW 2016 - BRONZE:Online Film & Video
PRISMS 2016 - BRONZE:Financial Services & Investor Relations
BOOKMARKS 2015 - BRONZE:Branded Content
MIDAS 2015 - GOLD:Financial Services
MIDAS 2015 - GOLD:Integrated Campaign
MIDAS 2015 - GOLD:Public Relations
MIDAS 2015 - GOLD:Non-Broadcast Video
SA CREATIVE CIRCLE:Ad Of The Year
MY ROLE
Society's biggest challenge was to find a way to make typically dry data engaging and provocative. My role was to attend every shoot day to gather insights and use them to craft compelling social media content. I also created shot lists for the photographers and was there to make sure they captured the right shot. By bringing the family's story alive on social media, we gave the audience something authentic and exciting to follow between episodes.
