'The Life', a concept created for Gumtree South Africa by Ogilvy Cape Town and directed by Egg Films's newest recruit Robin Adams, takes a harmless jab at the current generation's Insta-Fomo and offers Gumtree as a wallet-friendly solution.
It’s getting harder and harder to be happy with what you’ve got when your timeline is filled with celebs and influencers living their best lives. But what if you could live that life too? Or at the very least a life that (vaguely) resembles The Life.
This tongue-in-cheek campaign conceptualised by the stellar team of Taryn Scher, Melissa Attree, Robyn Phillips, Daniel Fisher and Paul Fulton suggests that it’s not only possible, but it’s actually super easy.
Bringing his strong visual style to the campaign, it was a chance for Adams to show off his comedic sensibility. Attention to detail, fun casting choices and Apatow-worthy timing shine through in these fun spots – ‘Cyril’ and ‘Kim & Kanye’.
“Robin's attention to detail really comes through in these spots. Not just with the gorgeous cinematography and art direction, but even how the voice-over landed the quirky humour and concept. He is obsessive in the best way possible,” said Ogilvy’s creative director, Taryn Scher.
You can view ‘Cyril’ here
You can view ‘Kim & Kanye’ here
Title: #The Life ‘Kim & Kanye’ & ‘Cyril’
Client: Gumtree South Africa
Agency: Ogilvy Cape Town
Agency producer: Sindy Ngceba
Digital creative director: Melissa Attree
Creative director: Taryn Scher
Copywriter: Daniel Fisher/Paul Fulton
Art director: Robyn Phillips
Group account director: Brad Seaton-Smith
Account manager: Nicholas Dilley
Production house: Egg Films
Director: Robin Adams
Director of photography: Tom Revington
Production co-art director: Wikkus Muller
Production co-producer: Kerry Hosford
Executive producer: Colin Howard
Editing company: 2 + 3 Post Production
Editor: Willie Saayman
Post-production company: Comfort & Fame: Nic Apostoli (Grade)
Static Black: Blake Prinsloo (Online)
Sound design and final mix: Resonate Audio – Rob Brinkworth
Music and music publisher: Original Composition – Tapiwa Musvosvi