In 2017 Grid repositioned FNB bringing to life its brand promise of "How can we help you" which is all about helping and empowering others, so that they can in turn help themselves. So when FNB announced their partnership with Springboks in 2017 it was a natural next step to show how FNB has been helping rugby in our country from grassroots all the way to Springbok level, where greatness is achieved. For the last 17 years, FNB has dedicated itself to creating opportunities that help nurture young talent, sharpen their minds and prepare the players for a brighter future, both on and off the field.
To capture FNB’s philosophy of help, Grid Worldwide embarked on a meaningful purpose-led campaign that speaks to the heart of help and how our Springboks would never have achieved greatness without the army of helpers that have supported them their whole lives, from the days when they were going to their first match, through to high school, varsity and finally becoming Springboks.
“The brief was to create an integrated campaign to showcase how FNB has helped grow South African rugby from grassroots to greatness through their sponsorship and involvement of school rugby (Classic Clashes) and varsity rugby (Varsity Cup) and ultimately Springboks. It was a great privilege to get to work with the Boks and FNB really supported our vision and allowed us to push for the best possible production value,” says Clinton Bridgeford, Executive Creative Director at Grid Worldwide.
The campaign, spearheaded by a TV commercial, directed by Greg Gray from Romance Film, begins in a small town where we see a mother lovingly sewing a number onto a small rugby jersey in the early hours of the morning. From there we see her little boy wearing this jersey as he heads out with his dad to his first rugby game, picking up the rest of the team along the way. The story then escalates as the boys reach high school and then varsity levels, where they get scouted for the Springbok team. Throughout the ad, we are constantly been introduced to the ‘helpers’ that have assisted and been part of our player’s incredible rugby journey.
The TV ad features the actual ‘helpers’ to the Springbok team, such as their long time bus driver, their trainer, physio team, coaches and other supporting staff, which gives a wonderful authenticity to the ad. While the ad starts off at grassroots levels, it culminates in a moment of greatness driven by the campaign line: “It takes more than 15 players to help grow from grassroots to greatness.” It is a nation-building story of a journey of help, of which FNB is proud to be part of.
Client: FNB – sponsorship, Mari van Niekerk Campaign Title: The helpers Agency: Grid Worldwide CEO: Adam Byars CCO: Nathan Reddy ECD / Writer: Clinton Bridgeford Strategic director – Nikki Erasmus CD / Writer: Lauren Shewitz Account director: Jessica Wilkins Senior account manager: Rush Bhana Account executive: Jarryd Buchalter Agency producer: Hazel Neuhaus Production company: Romance Films Director: Greg Gray DOP: Rory O’Grady Production designer: Chris Bass Executive producer: Helena Woodfine Editor: Ricky Boyd at Deliverance Post-production facility: Blade VFX: Chocolate Tribe Music supervisor: Marc Algranti Music and sound design: Louis Enslin at Produce
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