KykNET Design & Branding NOTHING IS AS IT SEEMS by Ogilvy Johannesburg

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NOTHING IS AS IT SEEMS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Creative Director Mariana O`kelly, Neo Mashigo
Art Director Renier Zandberg
Copywriter Stephanie Van Niekerk
Designer Renier Zandberg, Says Who
Illustrator Diane Victor, Says Who
Released March 2012

Credits & Description

Category: Posters
Advertiser: MULTICHOICE - KYKNET
Product/Service: VLOEKSTEEN
Agency: OGILVY JOHANNESBURG
Executive Creative Director: Fran Luckin (Ogilvy Johannesburg)
Creative Director: Mariana O'Kelly (Ogilvy Johannesburg)
Art Director: Renier Zandberg (Ogilvy Johannesburg)
Copywriter: Stephanie Van Niekerk (Ogilvy Johannesburg)
Retoucher: Neil Webb (Ogilvy Johannesburg)
Illustrator: Diane Victor
Illustrator: Says Who (Says Who)
Designer: Renier Zandberg (Ogilvy Johannesburg)
Designer: Says Who (Says Who)
Media placement: Poster - Daggers - Arts Festivals - 28 March 2012
Media placement: Poster - Bats - Arts Festivals - 28 March 2012
Media placement: Poster - Snake - Arts Festivals - 28 March 2012
Media placement: Poster - Scratch - Arts Festivals - 28 March 2012
Describe the brief from the client
kykNET is a satellite TV channel specialising in locally produced Afrikaans content. The task was to launch a new crime series to the Afrikaans audience, which is a small minority in South Africa. ‘Vloeksteen’ literally means, ‘Curse Stone’ and the show deals with the underworld of diamond smuggling. It’s classic good guys vs bad guys stuff, but in the illegal diamond trade the lines between good and bad are very blurred.
Describe the challenges and key objectives
The Afrikaans market is tiny. We needed to make sure that our limited budget could reach them with minimum wastage. It was decided that posters at the country’s biggest Afrikaans-only arts festival would be the most effective means of reaching our market. Our next challenge was to communicate the crux of a complex show in the simplest, most engaging way.
Describe how you arrived at the final design
Nothing in the show is as it seems: cops are undercover, smugglers pose as friends. Illustrations capture this insight – under the shiny exterior of diamonds lies a seedy underworld of deceit and evil. Hence the line, ‘Niks is soos wat dit skyn te wees nie. Delf diep in die onderwêreld’, which means ‘Nothing is as it seems (literally, ‘shines’) to be. Dig deep into the underworld of diamonds'. To bring this idea to life, an interactive poster invited people to scratch off the shiny decal to reveal the dark reality that lurks behind it in an intricate charcoal illustration.
Give some indication of how successful the outcome was in the market
The show, with 27.6 AR's, is proving to be one of kykNET’s most watched shows to date.