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Everybody Knows

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:South Africa
Style: Minimalism
descriptioncnen
BriefExplanation

Open in the ganglands of the Western Cape. A young gang member receives information via a phone call. He hastily runs to inform the rest of his gang sitting around in a small room, drinking heavily. The young gang member enters and whispers something to the leader. The leader clearly disturbed by the news, knocks back one last drink, clocks his gun and leaves with the rest gang in pursuit, presumably to ‘take care’ of some unfinished businessThey walk towards their car. The leader gets in the passenger seat and the other three get in the back. To the surprise of the leader no-one gets into the drivers seat…The leader asks “who going to drive, I am drunk.”The rest of the gang argue, as ironically the risk of drinking and driving is a step to dangerous for them. Reprise: ‘Lets just call a taxi’ says the leader.
Solution

For authenticity of the story, instead of casting actors the director chose to cast four real gangsters and let them interpret their lines as their own. It meant having to do rehearsals prior to the shoot and work closely with them on the shoot. We also chose to shoot the ad in the heart of the Cape Flats. By choosing to go this route brought its own set of problems (with security and reliability) but allowed us to create a film 100% true to the region and recognizable to every South African.
EntrySummary

During the segregation laws of apartheid the Cape Flats in the Western Cape, South Africa created a culture indigenous to the region. Their dialect is a sort of broken Afrikaans and English with their own unique accent. It has also become a place notorious as having some of the most dangerous and ruthless gangs in the world, with over 3000 murders per year in Cape Town alone. In the harshness and despair of the Cape Flats they surprising also have a wicked sense of humour, with a vernacular almost impossible to translate direct into English. This has created an easily recognizable accent which is often mimicked by the rest of South Africa.Note: For authenticity of the story, we cast our four real gangsters and let them interpret their lines as their own.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Production Company:
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Editing:
Other credit:Entrant Company: Y&R SOUTH AFRICA, Cape Town, South Africa
awards
Cannes Lions International Festival of Creativity 2017
Bronze Health & Wellness
Brand led Education & Awareness
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Direction
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Casting
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Brand led Education & Awareness
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