In December, many big brands worldwide launch Christmas campaigns. In South Africa, the focus is on summer, and Cell C – the cellular service provider that allows you to connect your way – has turned up the heat with a high energy 60-second TVC that’s so hot, it should come with a health warning.
Targeting Millennials, that age group of consumers constantly criticised for being grafted to their mobiles and so ‘disconnected’, the campaign shows that nothing could be further from the truth.
This is achieved by overlaying incredibly rich and detailed party and work footage with social media iconography, such as ‘tag friend’ and emojis, as well as incorporating all social media channels into the storyline, which practically bursts at the seams with cameo appearances by SA’s Millennial Glitterati.
Conceived by FCB Africa agency, 1886, by a team comprising Chief Creative Officer Stuart Stobbs, Creative Directors Toni Hughes and Gareth Lessing, Copywriter Mthokozizi Sithole and Art Directors Mark Livni and Kerryn Tyser, the campaign was shot by Egg Films and Wondermerk with post production by Left.
Client: Cell C
Campaign: Summer 2017
Creative agency: 1886, a FCB Africa Company
Account Management: Derek Coles, Dorette Jooste, Iris Qacha
Chief Creative Officer: Stu Stobbs
Creative Director: Toni Hughes, Gareth Lessing
Copywriter: Mthokozizi Sithole
Art Director: Mark Livni, Kerryn Tyser
Strategic planner: Tavonga Musingarabwi
TV production: Caroline Crowther
Media planners: The Media Shop
Production companies: Egg Films & Wondermerk
Editor: Joe de Ornelas
Post production: Left