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TBWA\Hunt Lascaris launches iconic MTN brand campaign

MTN has taken the wraps off its new television commercial which is bold in orientation, audacious in outlook and disruptive in content as it entices customers to move over to the BrightSide in line with the operator's new brand ethos.
click to enlarge
click to enlarge

The new television commercial was produced by multiple award-winning advertising agency TBWA/Hunt Lascaris, and took five days to shoot, seven days to edit and six weeks in post production.

The new commercial outlines the essence of MTN’s brand positioning of BrightSide in a fun, unconventional and memorable way. By encouraging customers to move over to the BrightSide, the commercial entices them to experience a digital world where everything is possible, a network that is faster, more ubiquitous and second to none in coverage and quality, customer service that is unparalleled and customized propositions and content that gives customers value for money.


Recalling the production process, Chief Creative Officer at TBWA/Hunt Lascaris Peter Khoury, says the brief was to create an iconic piece of content that would spearhead the summer brand campaign for South Arica's most iconic brand.

“To achieve this we needed something truly disruptive and unprecedented for the category and South African communication in general. MTN has always had a very strong brand persona and at its best MTN has created work that locates itself in the culture of the times. Our aim was to create something that embraces the digitally connected world of entertainment we are living in right now and dazzles people enough to make them want to share it across their social platforms,” says Khoury.

Integral to the new brand campaign is the introduction of MTN’s own unique emoji, one of the first in the country and a novelty in the telecommunications sector.

Jacqui O’Sullivan, Executive for Corporate Affairs at MTN SA, says the new brand campaign gives expression to MTN’s evolution as it continuously enhances its offerings to meet the changing needs of its customers.

“In today’s digital world, the needs of customers are continuously evolving and therefore brands also need to adapt to remain relevant and on the pulse of cultural, social and digital developments. We hope that the campaign will help to build brand affinity and resonate with our customers. The new campaign seeks to infuse the brand with warmth, fun and conviviality. We envision that the advert will be shared, liked and viewed more than anything else this summer,” says O’Sullivan.

The new brand positioning will be introduced to consumers via a new TV commercial which will be made available for viewing online on Monday, 27 November. The television commercial will be aired on SABC and DSTV.

Credits:

CLIENTMTN
PRODUCTBRAND
TITLETHE BATTLE
DATE OF FIRST FLIGHTING27-Nov-17
DURATION70 SECONDS & 60 SECONDS
CHIEF CREATIVE OFFICERPETER KHOURY
EXECUTIVE CREATIVE DIRECTORN/A
CREATIVE DIRECTORGEORGE LOW,
SHANE FORBES &
Clément Vigné
ART DIRECTORSHANE FORBES &
Clément Vigné
COPYWRITERGEORGE LOW
AGENCY PRODUCERSANDRA GOMES &
AILEEN KENNAUGH
ACCOUNT MANAGEMENTJANE ADAMS &
TANDI-LEE SILBERMAN
PRODUCTION COMPANY & ADDRESSMONKEY DIRECT
TOP FLOOR.
21 PEPPER STREET,
CAPE TOWN
DIRECTORDANIEL LEVI
PRODUCTION HOUSE PRODUCERSBLAIR SMITH , CLARE VAN ZYL & PHILLIP KILLINGBECK
DOPRORY O’GRADY
ANIMATION & SPECIAL EFFECTSWICKED PIXELS
GALLIC HOUSE, 17 COMMERCE CRESCENT, SANDTON
ANIMATION CREATIVE DIRECTORCARL JEPPE
GRADE AND ONLINE POST PRODUCTION & ADDRESSUPSTAIRS LUDUS
BLOCK D, HURLINGHAM OFFICE PARK, 59 WOODLANDS AVE, HURLINGHAM
OFF-LINE POST PRODUCTION & ADDRESSDELIVERANCE
120 BUITENKANT STREET
GARDENS
CAPE TOWN
8001
OFF-LINE EDITORLUCIAN BARNARD
MUSIC – ORIGINAL MUSICPRODUCER – MARC ALGRANTI
PULSE MUSIC
FINAL AUDIO MIXPRODUCE
& ADDRESSNO. 1 WEDGEWOODLINK ROAD, STONEWEDGE OFFICE PARK, BLOCK C, BRYANSTON
SOUND ENGINEERLOUIS ENSLIN


TBWA\Hunt\Lascaris' press office

TBWA\Hunt\Lascaris
TBWA\Hunt\Lascaris\Johannesburg is a creative collective powered by our operating system, Disruption®, creating work that seeks to make an impact in culture.
Comment
Niki Moore
People are withdrawing their associations with KGMP etc, because of their poor ethics and corruption. MTN, however, is an extremely corrupt and unethical company - they have a record of bribes and corruption in every country they operate. Please, Hunt Lascaris, keep your integrity and disassociate yourselves from MTN, they are really not worth it.
Posted on 29 Nov 2017 07:55

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