And Then It Hit Me.
BetterLife Home Loans.
BetterLife Home Loans (Formerly known as BetterBond) had not engaged in TV activity for a number of years and found themselves in the position of being offered a sponsorship opportunity for a home makeover style show on Kyknet. Rather than re-flighting old material during the ad breaks, grew into something bigger.
Based on the positioning statement from our brand strategy, “Made with love. From our family, to yours”, we created a heritage ad in the truest sense. We took great care to avoid trite sentimentality, sincerely communicating “South Africa”, “Heart of the Karoo”, “Family” and of course, “Wholesome Goodness”. We wrote heartfelt prose about the challenges, virtues and rewards of hard work and the importance of family.
Together with Bouffant and Director Petar Spiljevic we planned and crafted a delicate montage of Graaff Reinet and the Montego factory to originally composed music to tell a story with all the sincerity and Genuine Creativity we’d hoped for.
| Concept, Creative Direction, Art Direction, Copywriting, Account Management, Production Management, Social Media, Web Development.