Says Trudy Mackay, Manager: Special Projects, SABC Group Marketing, "To visually depict the journey of the SABC radio broadcast facilities, we required an audiovisual that showed the journey of facilities technology from 1923 to date with a retro chic look. With the overall objective to show radio growth through the ages and create hype for the reveal of the upgrade of radio broadcast facilities at the launch event, the audiovisual had to capture not only the history, but also the ongoing spirit to advance the mandate of the national broadcaster - total citizen empowerment."
Masters & Savant Worldwide JHB was tasked with producing the audiovisual, with the directive to crate a visual representation of how the SABC radio broadcasting facilities devloped over the years and represented the social movements within South Africa.
Says the company's MD and creative director Roger Smythe, "The concept was 'radio through the ages' with the art direction set as retro chic, so we decided to use a graphic device that would carry the theme - old-school retro posters revealing different eras in SABC radio history. We depicted the journey of the SABC RBF by means of a trip down memory lane to make the audience feel warm and nostalgic about the role that radio has, and continues to play. We introduced the design aesthetic of radio equipment from bygone eras, and design cues from methods in which radio signals and transmissions and technology were depicted in the old days - the 50's and 60's sixties retail approach. Further we introduced different social and political historical events (WW2, Music of 50's and 60's) and radios role in those times."
Concludes Mackay, "The overall outcome was an audiovisual that did its job. All the stake holders that viewed the audiovisual immediately understood the vital role that the SABC RBF played in forming our nation, and certainly the role it will play in ensuring the continued growth of our people."