The universal theme of why and how people earn, save and spend money is
beautifully illustrated in ABSA’s new music video “Save for Change.”
Set to the catchy Jeremy Loops track ‘Power’, featuring Casper and Sphum,
the spot was directed by Egg Films’ Dani Hynes for Base2, Absa’s digital
“Saving is a message as old as banking, finding a fresh way to communicate
the benefits is challenging” says Jacque Matthee Base2 ECD. “Ours is an
enviable space – rules in digital are less defined. Nothing is impossible
when you can unpack ideas without the constraints of traditional length
Dani’s appreciation of people and what makes them tick is artfully
presented in a narrative of three very different stories. The common
thread? Money saved, even in tiny amounts has the power to enable great
change. The potential magic in each moment was obvious from the first
moment in the briefing process. “Save for Change was one of those
incredible jobs where we got to give our input from the very beginning”,
Given only the line “small change creates big notes” as a brief, Dani’s
treatment included the 3 intertwined stories of Fred the talented busker,
Lily the creative waitress and Mike & Simone, the travelling upwardly
mobile couple. Instead of extolling the end goal of a financial plan,
Dani focuses instead on the journey of saving each penny and watching the
savings grow over time. The four characters are not depicted as having to
make huge sacrifice while they save but rather illustrated convincingly
as being strong and resolute in their aim to achieve their dream –
enjoying the moment but working for the future.
Through a process of collaboration, a 4-minute music video was created.
“Because of the freedom of more time we got the opportunity to explore the
characters and give viewers the chance to really engage” said Dani.
Jacque Matthee praised the whole team for their bravery in taking such a
giant leap of faith and having the courage to show the benefits of
compound interest in a fresh, poignant and authentic way. “The stories are
not typical of the savings goals we’ve all seen before. The three stories
were shot to be as different as the people in them and part of what Dani
loved was that we didn’t dictate to people what their dreams look like? It
is so utterly personal. We are excited that thanks to the digital platform
we got to create a charming short film with a powerful brand message,” he
‘Save for Change’ was shot by James Adey and edited by Jason Basson at
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)
ABOUT EGG FILMS
Egg Films started in 1998 as a two man operation based in Cape Town. Through a philosophy of creating innovative and conceptually-driven work, the South African production company built a reputation for producing award-winning commercials.
Egg rapidly established itself as a leading production company in South Africa, picking up a slew of local and international accolades along the way. Egg is a regular inclusion in the Gunn Report’s ‘Most Awarded Production Companies of the World’ feature.
With offices in Johannesburg and Cape Town, Egg represents a strong roster of local and foreign-based directors. Egg has expanded beyond advertising, exploring documentaries and music videos, as well as developing feature films.
Today, Egg has cemented a reputation for outstanding work, with a hands-on service department that extends Egg’s core principles of innovative, creative work to a wide range of visiting international production companies, shooting in Southern Africa and the Indian Ocean Islands.
:: Winning South Africa’s first ever Grand LIA at the London International Awards 2010 for Topsy Selinah
:: Three inclusions in the annual Gunn Report’s ‘Most Awarded Production Companies of the World’ feature
:: Gold Lion at Cannes
:: Gold Andy Award
:: Gold, Silver and three Bronzes at the Clio Awards
:: Two Golds at the New York Festival
:: Six Grand Prixs, 37 Gold and many Silver and Bronzes at the south african Loerie Awards
:: Being the most awarded production company at the Loerie Awards in South Africa for 2013
:: Winning Creative Circle Ad of the Year 2013
If you’re feeling nostalgic, check out our favorite work from the Noughties here.