Arcade Content’s Rob Smith was the brand film director behind the winning work in both Digital and Experiential at The Creative Circle Ad of the Month awards for September and October 2014.
Rob directed the One Rand Man Sanlam brand films, which came first in Digital and third in Experiential, as well as the brand film for the Johnnie Walker Meet Your Match campaign, which won the Experiential category. King James was behind both campaigns.
In addition, Arcade Content’s Lebogang Rasethaba directed the adidas brand film featuring the Danny Brown concert, as part of Publicis Machine’s Unite Joburg campaign, which came third in the Digital category.
One Rand Man follows a man who draws his salary in one rand coins. Brian Carter, the executive creative director at Liquorice and the digital chairperson, says, “It’s great to see the digital work in South Africa maturing… This campaign captured South Africa’s imagination and hearts. It was great to see how a relatively uninteresting topic could be made entertaining through a great narrative. Branded content at it’s best.”
Last month, One Rand Man won The African Leadership Grand Prix at The African Cristal Festival in Marrakech, Morocco.
Meet Your Match used Five Hundred’s award-winning chef David Higgs to create a whiskey taste profiler that doesn’t require tasting whiskey. The campaign, which just named one of MarkLives’ Top 10 Best South African Ads of 2014, won a Gold Loerie in the Microsite category and a Campaign Silver for Digital Integrated campaign.
King James has released fascinating case studies for both campaigns. One Rand Man topped South Africa’s Youtube views chart for July 2014, with over 900 000 views so far, but more importantly earned 74+m million media impressions, generating R41m worth of earned media. Meet Your Match earned over 110 000 YouTube views, 11 000 taste profiles, and nearly 20 000 Facebook shares.
About Arcade Content
Arcade Content is a new 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. For more information, visit http://arcadecontent.tv/ or stay in touch by following Arcade Content on Twitter and Facebook or subscribing to their newsletter.
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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.