Directed by Arcade’s Rob Smith for King James, One Rand Family is a five-part documentary series about a South African family living beyond their means, who get their salaries paid in one rand coins for one month to give themselves and South Africa a new perspective on spending and saving.
The campaign won Golds for Non-Broadcast Video, Integrated (Mixed Media), Financial Services, and Public Relations.
The Midas Awards recognition follows One Rand Family’s recently placement at Creative Circle Ad of the Month and builds on the success of One Rand Man, which picked up the African Leadership Grand Prix at The African Cristal Festival; Creative Circle Ad of the Year; the Black Spear at The Assegai Awards; five Golds at The Midas Awards; two Golds at The Loerie Awards; a Bronze at Cannes Lions; and the only Golds for Branded Content and Integrated Multi-Platform Campaign at The Bookmarks.
View more of Rob’s work 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.