According to FCB Johannesburg Executive Creative Director Brett Morris, the commercial was shot entirely in studio using 'green screen', all of the locations were then created in 3D and grow from architectural drawings on the TV screen before the viewer's eyes. The technique has recently been used in number of Hollywood blockbusters and is probably the first time it has been done on this scale in a commercial, he said.
Morris added that it took a team of 10 people six weeks to build the commercial but would have taken just one person over a year - a full 54 weeks - to finish the same job.
'Thanks to a great concept from FCB Creative Directors Gerhard Myburgh and Eliot Powell, fantastic support on set from Peter Gird Productions and post-production wizardry from The Refinery we've delivered a commercial which is visually exciting but totally relevant to the product,' he said.
Vodacom/Vodafone's alliance and 3G and communication campaign, which broke on Saturday November 20, utilised television, radio, print, outdoor, point-of-sale and public relations to achieve four key objectives: Highlight the Vodacom/Vodafone alliance and global network reach
Announce the arrival of Vodacom 3G technology in South Africa
Create awareness about its benefits
The integrated campaign was devised and executed by FCB Johannesburg.