One Rand Man, directed by Arcade Content’s Rob Smith, won a Bronze in the Branded Content category at Cannes Lions this weekend, where it was also shortlisted for Integrated Campaign Led By PR and Promo & Activations.
The five-part online documentary series follows a South African man living beyond his means, who gets his salary paid to him in one rand coins for one month to give himself and South Africa a new perspective on spending and saving.
“We never thought we’d nab one of these on our first production,” says producer Will Nicholson. “Thanks again to King James for bringing us such a great concept to start our company with and then giving us the necessary creative freedom. One Rand Man is exactly the kind of job we were created to do. Rob worked with a small, unobtrusive team, which allowed him to capture far more real, unscripted moments. These often managed to be both thought-provoking and quite funny, so credit to the One Rand Man himself, Rob and his team for making finance entertaining.”
Cannes only added a branded content category in 2012, so Will says it feels good to be one of the early winners. “We’re excited to see where the category and our company goes next.”
Rob is currently directing One Rand Family, which will be released later this year.
One Rand Man also won Creative Circle Ad of the Year; the only Gold for Branded Content and the only Gold for Integrated Multi-Platform Campaign at The Bookmarks; five Golds at The Midas Awards; and The African Leadership Grand Prix at The African Cristal Festival, among other accolades.
Check out Rob’s showreel at http://arcadecontent.tv/south-african-director/rob-smith/.
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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.