Conduit - SARS 'Higher Purpose'

One of South Africa's biggest advertisers recently employed animation for the first time in a bid to freshen their audience engagement. The clever folk over at Y&R Johannesburg knew this would need the talents of SA's leading animation studio and chose Conduit to bring this vibrant campaign to life.

Featuring over 16 000 individual signatures, the technically intricate film delivers a strategic facelift to SARS's imaging and audience engagement. The spot which cleverly portrays the power of the protagonist and in this case tax payers signature to literally build infrastructure, is winning local and international praise for the brand, the agency and director.

Completed in a little under seven weeks an ecstatic agency producer Heather Hewer comments that the "production experience was absolutely wonderful" and added that "the creative team's socks were knocked off" by Conduit's creative output. A cross-section of the South African market comprised of thirty individuals signed a combine total of 16 222 individual signatures to add a diverse authenticity to the piece.

"Working closely with the agency from conception, was a welcome process that we always encourage," comments director Marc Ziman. "One Conduit firmly believes in when it comes to achieving high expectations on visual concepts. Together we were able to fully develop the technical parameters, design and story-telling to deliver a premium piece of communication for this blue-chip client."

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