WORDS by DDB Johannesburg for Velocity Films

WORDS

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Promo & PR, Case study
Market South Africa
Agency DDB Johannesburg
Creative Director Gareth Lessing
Art Director Julie Maunder, Brendan Hoffmann
Released November 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: VELOCITY FILMS
Product/Service: PRODUCTION HOUSE
Agency: DDB SOUTH AFRICA
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: DDB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Entry URL: http://www.velocityfilms.com
Art Director: Julie Maunder (DDB South Africa)
Art Director: Brendan Hoffmann (DDB South Africa)
Creative Director: Gareth Lessing (DDB South Africa)
Production Company: (Velocity Films)
Media placement: Print Advertisement-Single - Gunn Report - 1 December 2009
Media placement: Online - Www.velocityfilms.co.za - 1 December 2009

Results and Effectiveness
The website received a 25% increase in visits after the Gunn Report was distributed. Proving they were able to stand out in the Gunn Report and drive people to their site to view what they do best. Tell stories.

Creative Execution
Headline: How do film directors make a print ad? They don't. View what they did with your page at www.velocityfilms.com We tore the pages out of the Gunn Report just leaving the headline on the bit of paper left behind. The loose pages were then used to make a film by getting people to write a unique word on each page and editing the footage of the words to make a story. Showing what it is that Velocity do best. An easy to use interactive editing programme was created on the website so people could make their own stories using the footage that was shot of each word.

Insights, Strategy & the Idea
Using print we had to drive advertising creatives to the website to view film directors' reels. We used a page in the Gunn Report (an annual that show cases all the best ads of the year). We knew we had to do something that would stand out from all the best ads in the annual. The insight: How do film directors make a print ad? They don't.