From a Grand Prix to Ad of the Year; Arcade’s marvellous May
Arcade Content had a marvellous May, with campaigns they worked on winning the top prizes at the African Cristal Festival and Creative Circle Ad of the Year, among other accolades.
A GRAND PRIX FOR KYLE
Arcade’s Kyle Lewis directed the music video component of King James’ Conspicuous Savers campaign for Sanlam, which won the Integrated Grand Prix at the African Cristal Festival, as well as four Cristals, two Sapphires and a Brand Content Emerald.
In the Mr Madumane (Big $pendah) music video, Cassper Nyovest’s biting lyrics and Kyle’s playful imagery combine to mock materialism and people who have to spend money to earn respect.
The Grand Prix is just the latest in a string of accolades for the National Savings Month campaign, following two Clio merits, a Silver Online Video Production craft at the Bookmarks, a Best Music Video nomination from the SA Hip Hop Awards, and a Special Mention for Mr Madumane in ididtht’s SA Film Reel.
AD OF THE YEAR FOR LEBO
Arcade cofounder Lebogang Rasethaba directed three short documentaries as part of Y&R’s #Operation45 campaign for Operation Smile, which won the Experiential category at Creative Circle Ad of the Year.
The campaign used the Soweto Derby between Kaizer Chiefs and Orlando Pirates to demonstrate that it only takes 45 minutes to perform a cleft lip correction surgery – the same amount of time as half a soccer game.
#Operation45 was shortlisted twice at last year’s Cannes Lions and won a Silver and two Bronzes at The Loerie Awards.
“As we continue this journey of discovering the spectrum of what branded content is, it’s incredible to discover that it also includes amazing projects like these that are about really impacting’s people’s lives,” says Lebogang.
In April, Bad Hair, Kyle Lewis’ Nasty C music video, won ididtht’s SA Film Reel and was nominated for two South African Music Awards (SAMAs), although it was later disqualified on a technicality. Also in April, Arcade’s Make One Day #Today Standard Bank campaign for Native VML – with brand films directed by Kyle, Lebo and Zandi Tisani – was named MarkLives’ Ad of the Week.