The Jupiter Drawing Room (Cape Town) has launched a new campaign for short-term insurance company, Budget Insurance.
The agency was briefed to develop a fresh and exciting new brand campaign that builds on the success of Budget’s previous ‘Low is Good’ campaign.
The campaign is rooted in the insight that everyone needs to budget carefully, especially in the current economic climate. The ads offer useful budget tips, helping consumers save money in other ways, over and above the low, low insurance premiums that Budget Insurance offers.
“The new campaign positions Budget Insurance as a responsible and dependable brand, which adds value to consumer’s lives. We have no doubt that this campaign will continue to grow the brand which, since its launch over a decade ago, has captured the attention of thousands of budget conscious South Africans,” says Carl Louw, Executive Head of Marketing for Budget Insurance.
Jupiter Creative Director, Jonathan Beggs, wanted to create a campaign that would actually help South Africans find ways to meet the budget in the face of rising costs, in a way that was charming and fun.
The solution was to wrap up some useful budget-saving tips with a sweet song and some phenomenal mixed-media and stop motion and 3D animation courtesy of AmICollective and Mimesis. All characters are handmade puppets, a technical and innovative production process.
The campaign launched on 6 January 2014 and will run for most of the year. The campaign includes TV, online, print, and outdoor elements, as well as the launch of Budget Insurance’s Facebook and Twitter platforms.
To view the ad, click here: http://www.youtube.com/watch?v=gEgk5GNxP1I
- Creative team – The Jupiter Drawing Room (Cape Town): Lucas Van Vuuren and Jonathan Warncke
- Illustration and animation: Am I Collective and Mimesis
The Jupiter Drawing Room (Cape Town)
Black River Park
Phone: 021 442 7000
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The Jupiter Drawing Room (Cape Town) opened its doors in 1994 with a staff complement of five and a vision to form a business that was known for its creativity and remarkable work. Today the agency that has grown to be the second largest in Cape Town and awarded globally and locally for its creativity.
The agency offers a truly integrated approach. Along with above-the-line creative and execution, the business includes a globally awarded design team; in-house strategy and consumer insights; channel planning; and a burgeoning PR offering. Digital is integrated throughout.
Over the years the agency has built up an impressive body of work and awards success. In 2010 The Jupiter Drawing Room was named joint Agency of the Decade and in 2011 Jupiter (Cape Town) was named Cape Agency of the Year and Design Agency of the Year by AdReview.
The agency name comes from an obscure Guy de Maupassant short story. In a country house in Normandy, France, Madame Tellier and her young ladies ‘entertained’ the local tradesmen downstairs. The local dignitaries however, had a special room set aside for them on the first floor: The Jupiter Drawing Room.
When the agency was founded its philosophy was enshrined in the expression Rem tene, verba sequentur. (Grasp the subject and the words will follow).