The universal theme of why and how people earn, save and spend money is beautifully illustrated in ABSA's new music video, "Save for Change".
Set to the catchy Jeremy Loops track 'Power', featuring Casper and Sphum, the spot was directed by Egg Films' Dani Hynes for Base2, Absa's digital agency.
"Saving is a message as old as banking, finding a fresh way to communicate the benefits is challenging," says Jacque Matthee, Base2 ECD. "Ours is an enviable space - rules in digital are less defined. Nothing is impossible when you can unpack ideas without the constraints of traditional length media spots."
Dani's appreciation of people and what makes them tick is artfully presented in a narrative of three very different stories. The common thread? Money saved, even in tiny amounts has the power to enable great change. The potential magic in each moment was obvious from the first moment in the briefing process. "Save for Change was one of those incredible jobs where we got to give our input from the very beginning," says Dani.
Given only the line, "Small change creates big notes", as a brief, Dani's treatment included the three intertwined stories of Fred the talented busker, Lily the creative waitress and Mike & Simone, the travelling upwardly mobile couple. Instead of extolling the end-goal of a financial plan, Dani focuses instead on the journey of saving each penny and watching the savings grow over time. The four characters are not depicted as having to make huge sacrifice while they save but rather illustrated convincingly as being strong and resolute in their aim to achieve their dream - enjoying the moment but working for the future.
Through a process of collaboration, a four-minute music video was created. "Because of the freedom of more time we got the opportunity to explore the characters and give viewers the chance to really engage," said Dani.
Jacque Matthee praised the whole team for their bravery in taking such a giant leap of faith and having the courage to show the benefits of compound interest in a fresh, poignant and authentic way. "The stories are not typical of the savings goals we've all seen before. The three stories were shot to be as different as the people in them and part of what Dani loved was that we didn't dictate to people what their dreams look like? It is so utterly personal. We are excited that thanks to the digital platform we got to create a charming short film with a powerful brand message," he said.
'Save for Change' was shot by James Adey and edited by Jason Basson at OBPP.