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

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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 Marianna O'kelly
Art Director Renier Zandberg
Copywriter Stephanie Van Niekerk
Designer Renier Zandberg
Illustrator Diane Victor
Released March 2012

Credits & Description

Category: Illustration
Product/Service: VLOEKSTEEN
Executive Creative Director: Fran Luckin (Ogilvy Johannesburg)
Creative Director: Marianna O'Kelly (Ogilvy Johannesburg)
Art Director: Renier Zandberg (Ogilvy Johannesburg)
Copywriter: Stephanie Van Niekerk (Ogilvy Johannesburg)
Retoucher: Neil Webb (Ogilvy Johannesburg)
Illustrator: Diane Victor
Designer: Renier Zandberg (Ogilvy Johannesburg)
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. Diamonds bring out the worst in people. Under the shiny exterior of diamonds lies a seedy underworld of deceit and evil. To bring this idea to life, an interactive billboard invited people to scratch off the shiny diamond decal to reveal the seedy dark reality behind it in an intricate charcoal illustration. ‘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'.
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.