Arcade Content’s Kyle Lewis directed Africa Is Absolut, Absolut Vodka’s #BeAbsolut brand campaign for the MTV Africa Music Awards Kwa-Zulu Natal 2015, taking place in Durban on 18 July 2015.
This is breakthrough advertising work for Kyle, who made his name directing music videos for the likes of Tumi & The Volume, The Parlotones and Khuli Chana, who appears in Africa Is Absolut as the brand’s ambassador.
Absolut Vodka wanted something that felt more like a music video than advertising, so Kyle was an inspired choice. His distinctly African aesthetic is an ideal match for the promo’s concept, while Stephen du Plessis’ music video edit fits its primary platform, MTV Base. Africa Is Absolut has already racked up over 160 000 views on YouTube to date.
Native VML conceptualised Africa Is Absolut in collaboration with the brand team at Pernod Ricard South Africa. They also created the accompanying film about Khuli Chana, directed by Arcade Content’s Lebogang Rasethaba.
“A lot of people know Khuli, but not in the way this little film has framed him,” says Lebo. “It’s an all-in account of Khulane’s journey from a young man growing up in a prospering kingdom, to a recognised rapper and businessman. The film deals with how his early influences shaped the man he is today.”
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INTRODUCING ARCADE CONTENT
ARCADE is a division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos and more. We are breaking the mould of commercial filmmaking with a more minimal, guerrilla style of shooting but with all the backup of an established production company.
We are no longer constrained by how long or short content needs to be, freeing us to focus purely on engaging and entertaining a specific target audience. In today’s world of super-short attention spans it’s all about making content that audiences want to watch.
Branded content isn’t going to replace traditional advertising any time soon because it’s not at the frontline of selling, but it is filling that essential and bountiful space between the hard-sell and the consumer’s emotional breeding ground.
Arcade represents directors Lebogang Rasethaba, Rob Smith and Kyle Lewis. Egg Films’ multi-award-winning roster of directors is also available for any work aligned with Arcade’s style of producing content.
Arcade handles productions of any size and budget with creative skill and vision, collaborating with agencies and clients alike. The only thing we don’t do is TV commercials; that we leave to the other guys – Egg Films. Lebogang will continue to produce commercials through Egg Films.
Arcade is owned by managing director Colin Howard, director Lebogang Rasethaba, and producer Will Nicholson.