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BizTrends 2018


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From Grands Prix to Ad of the Year - Arcade's marvellous May

Arcade Content had a marvellous May, with campaigns they worked on winning the top prizes at the African Cristal Festival and Creative Circle Ad of the Year respectively, among other accolades.
A Grand Prix for Kyle

Arcade’s Kyle Lewis directed the music video component of King James’ Conspicuous Savers campaign for Sanlam, which won the Integrated Grand Prix at the African Cristal Festival, as well as four Cristals, two Sapphires and a Brand Content Emerald.

In the Mr Madumane (Big $pendah) music video, Cassper Nyovest’s biting lyrics and Kyle’s playful imagery combine to mock materialism and people who have to spend money to earn respect.

The Grand Prix is just the latest in a string of accolades for the National Savings Month campaign, following two Clio merits, a Silver Online Video Production craft at the Bookmarks, a Best Music Video nomination from the SA Hip Hop Awards, and a Special Mention for Mr Madumane in ididtht’s SA Film Reel.

Ad of the Year for Lebo

Arcade co-founder Lebogang Rasethaba directed three short documentaries as part of Y&R’s #Operation45 campaign for Operation Smile, which won the Experiential category at Creative Circle Ad of the Year.

The campaign used the Soweto Derby between Kaizer Chiefs and Orlando Pirates to demonstrate that it only takes 45 minutes to perform a cleft lip correction surgery – the same amount of time as half a soccer game.

#Operation45 was shortlisted twice at last year’s Cannes Lions and won a Silver and two Bronzes at The Loerie Awards.

“As we continue this journey of discovering the spectrum of what branded content is, it’s incredible to discover that it also includes amazing projects like these that are about really impacting people’s lives,” says Lebogang.

April accolades

In April, Bad Hair, Kyle Lewis’ Nasty C music video, won ididtht’s SA Film Reel and was nominated for two South African Music Awards (SAMAs), although it was later disqualified on a technicality. Also in April, Arcade’s Make One Day #Today Standard Bank campaign for Native VML – with brand films directed by Kyle, Lebo and Zandi Tisani – was named MarkLives’ Ad of the Week.

About Arcade Content

Representing directors Kyle Lewis, Lebogang Rasethaba and Zandi Tisani, Arcade Content is a multi-award-winning division of Egg Films that produces branded content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos, documentaries and more. For more information, visit

Arcade Content's press office

Arcade Content
Arcade Content is an award-winning division of Egg Films, specialising in brand films and music videos, with directors in Cape Town and Johannesburg.