As Sweet Spot Content explores branded content as another service offering Directors Noma Dyosopu and Akin Omotoso were given the task to shoot 12 short films for the IDC.
Ask ten different people what the IDC does and inevitably, youll get ten different answers. This was the root cause of much confusion, speculation and uncertainty as to what it is that the IDC does. So, to take the message of who, what and where to the people of South Africa, Sweet Spot Content along with Ebony+Ivory, recently shot a series of twelve two-minute short films on a few IDC success stories. The IDCs involvement in these stories further crystallised the organisation as one that ushers in positive economic growth and upliftment.
The shorts saw the entire team fly around the country to shoot in some of the most picturesque locations in South Africa. From scenic Knysna to Limpopo and everywhere in between, the shots show South Africas natural beauty and allure of the wide open spaces to its best possible advantage. Needless to say, the investment in time and effort is fast proving to be an overwhelming success.
Says E+Is Creative Director, Emil Padia, "It's always good to be fresh, because we know the kind of advertising that is interesting gets noticed. It buys more time for your product or service by engaging the viewer. Having said that, each insert played out like a short story with new brand language that speaks to real people. The inserts all have the values we look for in a commercial such as warmth, emotion and honesty."
IDC Head of Corporate Marketing, Sisa Mbuli is extremely pleased with the result. The idea to use real people who were involved with the various projects versus actors, has proven to be a wise one. There is a certain honesty and transparency in these short stories that would have otherwise been lost.
The shorts are scheduled for release Monday - Wednesday at 19:57 throughout the month of October on SABC 3.
