High inflation, high living expenses and fast-paced lifestyles are today's calling cards, and when briefed with an interim campaign for Budget Insurance Company, it was the emphasis on 'high' that inspired human.kind to conceptualise a 'Low is Good' theme. Resulting in a 30" brand advert, 30" retail adverts and 15" themed adverts, the 'Low is Good' turns the typically profile-based insurance industry advertising approach on its head. Supported by a variety of print and outdoor mediums, as well as a tactical television sponsorship, the campaign mix has guaranteed good reach.
Affectionately described by human.kind as 'hipster retail' the various TVC executions start at a frenetic pace in busy settings to highlight the pressure and speed of today's lifestyle and the high pressure with which rising costs are associated. The pace slows down to a peaceful, relaxed state, in recognisably tranquil settings, illustrating the freedom that Budget can afford consumers. The 'Low is Good' campaign was translated into print and outdoor executions using the 'low' visuals portrayed at the end of each TVC, such as a seaside low altitude sunset, low calorie blueberries and an underwater setting.
Creative director of human.kind, Matthew Cooper says: "The aim was to create a soothing, beautiful execution, and great pains were taken to ensure that every element, from visuals and music, through to the unique voice over shrugged the usual constraints of retail."
"Originally briefed as a short turnaround campaign, Budget's 'Low is Good' has proven that in very little time, with some effective decision making and a driving need to create well crafted, effective communication - long-lasting campaigns can be produced with great success," says Cooper.
The TVCs are currently being flighted, and the campaign extends to outdoor advertising sights, as well as bus wraps and an extensive array of publications.Credits:
Creative director: Matthew Cooper
Copy head: Matthew Rowles
Art director: Theuns van der Merwe
Account director: Tula Yapce
Account executive: Nonku Mfeka
Production company: The Deli Artists United
Creative: Frank Weber
Executive producer: Angie Orlin
Post production: Blade
For further information on skilful advertising, strategic insight and solid brand development, contact Deon Kruger, managing director, on 011 447 1211 or visit: www.humankindadvertising.co.za
human.kind is a unique agency of talented creatures who revel in providing creatively driven solutions to clients. It has a vested interest in social and environmental health because its aim is to exist in a state of harmony with the world beyond its office walls. When it comes to communication, human.kind prides itself on its skilful advertising, strategic insight and solid brand development.