TREE by Ogilvy Johannesburg for M Net

TREE

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Gerry Human, Fran Luckin
Creative Director Jonathan Beggs
Art Director Suzanne Jenner, Sdu Dlamini
Copywriter Thokozani Mashigo
Producer Tshepo Tsotseti
Released May 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: M NET
Product/Service: TV CHANNEL O
Agency: OGILVY JOHANNESBURG
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Fran Luckin (Ogilvy)
Executive Creative Director: Gerry Human (Ogilvy)
Creative Director: Jonathan Beggs (Ogilvy)
Account Manager: Kay Motuba (Ogilvy)
Copywriter: Thokozani Mashigo (Ogilvy)
Art Director: Sdu Dlamini (Ogilvy)
Art Director: Suzanne Jenner (Ogilvy)
Animation: Steff Symonds (Ogilvy)
Animation: Theo le Roux (Preis)
Music: Robert Schroder (Robroy)
Sound Engineer: Louis Enslin (Produce)
Producer: Tshepo Tsotseti (Ogilvy)
Media placement: TV - Satelite Channels DStv, Channel O - May 2009

Describe the challenges and key objectives
The key objective for this promo was to build affiliation to the brand and entrench the idea that Channel O, unlike the global competitors, was truly in tune with an African point of view. The objectives were to reverse a 5 year decline in AR’s. It was both a history lesson, a musical story, and a call for pride in African heritage. The design of the promo took inspiration from naive African hand-rendered typography and told the story of the evolution of music through the metaphor of a seed that grows into a tree.

Describe the brief from the client
Channel O is Africa’s first and only homegrown music television channel – but over the years they have lost viewers to global music TV giants. The brief from the client was to celebrate African music. Our solution was to create an ad that showed that most forms of popular and contemporary music originated in Africa. It was both a history lesson, a musical story, and a call for pride in African heritage.

Describe how you arrived at the final design
To show how influential Africa was on contemporary and popular music, we wanted to use a device that felt African. A tree is a powerful symbol of growth and family – and through it we were able to create a complex description of how the African diaspora charged the progress of music. We used a hand-rendered technique that embodied an Afrocentric design ethos, and told a seamless story - beginning with the seed of African rhythm and growing into the most cutting edge musical styles. The music also told a seamless story, linking contemporary African music to its African roots.

Give some indication of how successful the outcome was in the market
The promo was part of an Afrocentric campaign that saw a 50% increase in AR’s – and a reversal of a 5 year decline in viewership. It captured the zeitgeist of the African Renaissance – and was awarded several awards at both the local advertising and promo design awards.