Vodacom | Home Internet
Agency: VMLY&R South Africa, JHB
The brief was simple – position Vodacom’s Home Internet (Fibre|LTE|5G) in the minds of consumers.
C O N C E P T
We know that home before the internet was less cool.
As a kid you had to photostat the entire encyclopedia for a school project, on Friday nights you had to run to your nearest video shop to rent the latest movie before everyone else got their hands on it, and most of the time it was the same CD playing on repeat because that was the only one in the house.
But it’s not uncommon to see some outdated tech still in households, even in 2023.
And that’s how we landed on our campaign line:
Mzansi, bring your home into the future
Bringing your home into the future is no longer such an unreachable ideal, it’s as easy as getting Home Internet so you can stream endless movies, find all the latest jams and make researching as easy as a click of a button.
Final images
Music streaming. Bring your home into the future by ditching the cassette tapes.
Online gaming. Bring your home into the future by choosing to never again untangle millions of gaming wires.
Movie streaming. Bring your home into the future by never again having to watch the same movie you taped from SABC back in 2001.
How do we marry the past and the present?
Focusing on the old and new, we had the perfect opportunity to juxtapose the two sides for maximum effect. We created a split-screen visual showing a scenario – one half living in the past and the other in the “future”.
I started by visualising the use-cases and scamped them out without the use of AI, LOL.
Some of the use-cases includes, WFH, online education, streaming movies/music, the use of on-the-go internet in daily commutes or when you go camping.
Concept Scamps
Collaborating with the photographer and set designer, we crafted remarkable work directly within the camera frame, marvelling at how closely the final outcome mirrored the initial scamp.
Following several intensive days on set, the responsibility shifted to the retoucher, who undertook the task of elevating the visuals to a higher standard. Their mission was to meticulously align every element, forging the illusion that the scenes seamlessly coexisted in two distinct time periods.
OOH
Digital | Social
Thank you
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