Arcade Content’s Rob Smith won the only Gold for Branded Content at last week’s Bookmarks, South Africa’s premier digital awards.
In all, Arcade Content and Egg Films’ directors worked on four of the winning campaigns, which together earned two Golds, four Silvers and four Bronzes.
Rob won the only Branded Content Gold for directing One Rand Man, King James’ campaign for Sanlam about a man who has his salary paid in one rand coins. One Rand Man also won the only Gold for Integrated Multi-platform Campaign, as well as Bronze for copywriting.
Before joining Arcade, Rob also directed Johnnie Walker Meet Your Match / King of Flavour, which won Silver for Best Use of Online Video, Audio and Music, as well as Bronze for Branded Content. The King James campaign also picked up Silver for Graphic Design and Bronze for Microsites.
“Both One Rand Man and Johnnie Walker showcase Rob’s ability to marry unscripted reality with highly-crafted storytelling,” says Arcade Content producer Will Nicholson. “One Rand Man was the first job Rob shot with us, so thanks again to King James for involving us on such a groundbreaking campaign.”
Arcade Content’s sister company, Egg Films, worked on two other winning campaigns.
Egg Films’ Terence Neale directed the video for DDB’s Smuggle The Rainbow. Taste the Rainbow campaign, which won Silver for Games and Gamification, as well as Bronze for Integrated Multi-Platform Campaign.
Egg Films’ Dani Hynes directed the appeal video for Lowe & Partners Cape Town Get Me To 21 campaign, which won Silver for Social Media.
CAPE TOWN OFFICE
168 buitengracht street,
cape town, 8001, south africa
tel: +27 (0)21 426 0728
3rd floor, design district,
cnr keyes & tyrwhitt ave
rosebank, 2196, south africa
tel: +27 (0)861 eggfilms / 344 3456 (sa callers)
tel: +27 (0) 11 447 2111 (overseas callers)
vjorn du toit
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.