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Unbank Yourself

basics
Industry: Financial & Legal services
Media:TV & Cinema
Market:South Africa
Style: Minimalism
descriptioncnen
MediaSpend

The track in the film was written, produced and recorded by a Cape Town composer. Using the film's script as a foundation, he and his team wrote a modern, relevant track for the targeted youth in our campaign. Some of the lyrics include: "Dark in the morning when I’m getting my flow on, head in the game so my prayers can go on. World hold me back but my back is too strong, before long I’ll be taking strides like Armstrong. No gimmick to stay calm, I’ve been waiting for this moment for too long. I’ve walked through the valley of shadow with no harm, when I’ve reached my peak I’ll be like, game on." Essentially the lyrics and delivery of the track from a local emcee drive home the inspirational message of the film and played a fundamental role in the success of the campaign.
EntrySummary

In Kenya, most millennials have dreams of escaping the rat race and chasing their own dreams, not the dream of a corporate middle manager. Almost every single person in the country has what is called a 'side-hustle'; a 5-9 passion or side project that they use to supplement their income or, even better, aim to get off the ground after hours until the business is good enough that it can sustain itself. This film pays homage to the side-hustlers and motivates the youth of Kenya to dig deep and push to make their dreams, their reality.
BriefExplanation

The film launches a new disruptor banking product aimed at East African millennials. The film depicts the lives of 7 millennials who, in the darkness of night, are working hard at their passion projects; a basketball player, a baker, a mechanic working on his rally car, a boat builder, an urban farmer attending to her rooftop garden, a fashion designer and a computer tech coding a robotic hand. The film depicts the passion, sacrifice and sweat going into their work. As the day breaks, we watch the transformation of the characters as they return to the mundanity of their day jobs and we can see how the energy and dark enjoyment is removed from their life. We realise how they work 9-5 but are truly living, 5-9. The soundtrack, which we wrote, composed and recorded, supports the visuals using motivational lyrics targeted at the market.
credit
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Other credit:Entrant Company: HALO, Johannesburg, South Africa
Managing Director, Dean Oelschig, Halo Advertising
Agency Producer, Tania Neale, Halo Advertising
Creative Group Head, Hanneke duToit, Halo Advertising
Executive Producer, Adam Thal, Star Films Production Co.
Executive Producer, Dan Odendaal, Ahoy Films
Production Manager, Madelyn Ludi, Star Films Production Co.
Composer, Markus Wormstorm, Markus Wormstorm
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Use of Original Music
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