As the official sponsor of the Proteas, Standard Bank is also the official sponsor of Regional Performance Centres (RPCs), which is a Cricket South Africa development programme that nurtures the Proteas of tomorrow.
The brief was to create an integrated campaign that focuses on Standard Bank’s commitment to RPCs that goes beyond providing upgraded facilities, equipment, and coaching; and Standard Bank needed to show how RPCs encourage self-belief and better prepare kids for their next stage of life. Peter Khoury, Chief Creative Officer at TBWA\Hunt Lascaris, explains: “This is not a campaign about the bank; this is a campaign that puts cricket development at the front and centre.”
The central expression of the idea, on all platforms, is "From Bud to Bloom – the Story of a Standard Bank Protea". The main TV ad is a statement of intent to all the current Proteas from the next generation that are hungry and determined to make a name for themselves. We as viewers, get a sense that the future of SA cricket is looking very promising.
Identifying young talent wasn’t difficult. TBWA\Hunt Lascaris did casting sessions in and around as many RPCs that they could. “We interviewed the kids, shared the script with them, and let them play around with a few ideas of their own. It was important to find the balance between cricketing talent, cultural diversity, and making sure we had kids from all areas. Once we had our shortlist, it came down to the kids with some kind of ‘X factor’ (attitude, cuteness, confidence, etc.) that made the final list,” explains Byron Fraser, Art Director at TBWA\Hunt Lascaris.
Aside from the TV ad, there are several other content films that focus on different aspects of the narrative. There is a specific ‘Bud to Bloom’ film that focuses on the kids, and the experiences that they went through during this production; from physical training sessions with the Proteas to deep and meaningful talks, and ‘a private lesson in confidence’ with Kagiso Rabada in the Proteas changing rooms. The kids give viewers a more in-depth view into their world, reality, and possibilities.
The "How to Grow a Protea" TV ad focuses on actual RPCs, their purpose, the difference this makes, and the communities affected. We also have five player profile films that features a few of the kids in the campaign. These are fun, and show other kids in similar situations, that these kids are just like them. These films are all flanked by further supporting media, such as social, outdoor, and in-stadium content with their own specific broader narrative.
“If we can bring the dream closer to reality, and make these kids believe that with talent and drive, as well as putting in the hard work and effort, it could become a reality. By influencing the way that they think, we could change the way they look at the world, they will become more confident and believe that the life they are after can be achieved. An experience like this can change a kid’s whole outlook on life; Protea or not; discipline, hard work, and determination are the foundation for any successful person, regardless of career,” concludes Wannita Davis, Marketing and Communications/Sponsorship/Manager at Standard Bank.
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