It started off with a mysterious call-to-action to the public to submit copies of their home movies without revealing anything about the campaign or what the movies would be used for. Our objective was to cast real South Africans and let their personal stories tell our new brand message.
The call for home movies was communicated through various channels and included an advertisement in newspapers. There werent strict guidelines in place with regards to content, just an invitation to submit footage of any special moments that people would be willing to share. It elicited a very positive response and over 250 home movies were submitted of which four were selected to appear in the TV commercials. . The intimacy of the moments captured in the home videos are moments that simply cannot be re-enacted or created by a director comments Ross Chowles, Executive Creative Director of The Jupiter Drawing Room Cape Town.
He continues Our previous work for Sanlam inspired consumers to think. The new Sanlam corporate campaign will touch peoples hearts. The big idea is based on the insight that the purchase of any long-term financial services product is motivated by a hope for the future; whether that is a hope for a dignified funeral or the hope to multiply ones wealth. That Sanlam is thus in fact an enabler of dreams. However we needed to bring dreams into the present tense and so arrived at the compelling thought start with what you hope for. Quite simply Sanlam understands that it is in the business of enabling hopes as it partners their clients on their journey through life.
Ross says that whilst searching through the plethora of footage, strange and interesting scenarios emerged. Mostly the footage provided a window into the significant moments of everyday peoples lives. The home movies that were chosen featured charming and engaging scenes that all South Africans will identify with.
The launch of the new Sanlam corporate campaign marks the shift away from being intellectually product focused to a more client focused approach. The brief to the agency was to reflect a shift in the companys philosophy and to capture the essence of the brand. I am very excited about this campaign. It is optimistic, hopeful and inspirational and reflects Sanlams vision of partnering with our clients to help them achieve their hopes and dreams, says Nandi Scorer, Head of Group Marketing at Sanlam.
The series of TV ads depict a first-time father showing off his new born son in a playful way, brothers playing in a homemade car, a young boy marvelling at planes at the airport and a young woman skydiving for the first time. All the home movies convey real situations and real peoples hopes and dreams for the future. Post production for the campaign was completed by Priest, the audio recording by Big Leap and the graphics and end title design were done by 10 Kilo. The campaign launched on 23rd October and comprises of a series of four commercials. To view the home videos and the story behind them visit the micro-site at www.startwithhope.co.za. Members of the public are welcome to submit their personal videos that they feel convey a message of hope to the website for consideration as possible footage for future advertisements in the campaign
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