South Africans are known as the worst savers in the world. With the latest stats showing the situation going from bad to worse, our nation is in need of a reality check. For our activation we took over The Greenhouse, a trendy restaurant in Sandton, Africa’s richest square mile, and replaced the young and lively waitrons with elderly actors who were way past retirement age. Although we as a nation are taught to respect our elders, in that environment it was difficult for patrons to hide their surprise and frustration. It was only when the bill came revealing our campaign message that the penny dropped. For the patrons this was a dining experience they were not likely to forget. Everything was captured on hidden cameras to create a film that sparked lively debate about retirement online, and as hoped, also resulted in the kind of introspection about saving that leads to action.
Reality Check Online Film
Reality Check Case Study
This bill formed the crux of a social experiment in whichwe took over a trendy restaurant and replaced the existing waiters with much older actors. At the end of each meal, the bill was presented with our stark, hard-hitting messaging at the bottom, explaining just how few South Africans can afford to retire. The impact of the bill was clear, as the emotions of those reading it went from bewilderment to compassion.
We also created 10" cutdowns using each individual actor. These were used as YouTube pre-rolls that would drive people to our full film online.
We also created 10" cutdowns using each individual actor. These were used as YouTube pre-rolls that would drive people to our full film online.
10" Cutdown
10" Cutdown
10" Cutdown
10" Cutdown
10" Cutdown
The reaction to the online film on social media was immediate with reactions ranging from shock to determination to relook saving habits.
Noteworthy features of the Reality Check campaign online:
Little Black Book Also featured in their Work of the Week 30/06/23
Credits
Agency: Joe Public
Regional Agency: Joe Public United
Brand: Nedbank
Product: Investments
Agency art director: Lizandri van de Merwe, Candice Mcleroth
Agency managing director: Khuthala Gala Holten
Account management: Candice Shortt, Phindile Ndzekeli, Vuyo Tena
Agency producer: Tshepiso Moerane
Marketing (client): Khensani Nobanda, Buli Ndlovu, Theresa Mkwanazi, Kesh Babulal
Chief creative officer: Pepe Marais, Xolisa Dyeshana
Executive creative director: Martin Schlumpf, Claudi Potter
Creative director: Jeanine Vermaak
Strategist: Chad Nelson
Media agency: Humanz, Nedbank Group Digital
Regional agency group: Joe Public United
Writer: Vuyani Plata, Kyle Lazarus, Pakamani Mancotywa
Production Company: Spitfire
Director: Katlego Baaitse
Executive producer: Liesl Lategan
Line producer: Ed van Blerk
Director of photography: Diego Ollivier
Production art director: Wayne Smith
Stylist: Aldridge Elastro
Assistant stylist: Lebo Lubisi
Head of research: Brennan Lewis
Casting directors: Gray’s Casting Directors
Editor: Ryan Norwood-Young
Editing company: Aces Up
Sound company: Studi Joe
Sound engineer: Sergio Da Cruz
Post-production: Aces Up
Post-production offline: Aces Up
Post-production online: Aces Up
Post-production online: Editor Michael Lange
