Page 16



Saving the earth by banking glass Comparing recycling to banking, and animated by glass bottles that, once recycled, build a better country. This is the premise of The Glass Recycling Company of South Africa’s (TGRC) latest ad campaign. It is a simulation of an idyllic Africa brought to life by glass bottles, revealing what is saved by what is recycled. “When you put something in, you get something out,” is the theme behind the ad. TGRC CEO Shabeer Jhetam was inspired while conducting national research. “We found that consumers placed great importance on looking after our environment.” Therefore the advertisement needed to link and communicate the direct benefits of glass recycling. The TVC was conceptualised with the South African advertising agency Tribe Sauce (TS), whose CEO Ant Hanly says: “We were faced with the challenge of creating a commercial that would break through the boredom of standard environmental communication.” The ad was produced in Johannesburg by Stephen Hanly who said the task came with much difficulty. “In order to fully visualise the glass-banking metaphor, animation software programmes such as After Effects and Avid were used over a

six-week period using 16 computers to render different parts of the commercial.” This was an enormous task as each bottle had to be rendered separately and then placed in position. Animated in Ireland by Street Monkey (SM) who produced a trial animal (The Giraffe) so that they could test looks, environments and ways of rendering. “We worked for a week or more to narrow down a look. This Giraffe set the tone for the remainder of the job and allowed us to calculate timeframes for all aspects going forward,” says Dermot Faloon, director at SM. “Once everyone was happy with the test concept the commercial was boarded out on paper by the agency, then roughly modelled using basic 3D shapes in our software Cinema4D. This gave us timings to work to and allowed the client to see a very rough version of the commercial.” At the same time designers worked on the lighting and environment for the glass bottle animals to come alive. “The animals were all created as basic bone skeletons. In the 3D environment these invisible bones were used to attach the 3D bottles. This was a very tricky part. In conventional 3D character animation, we can bend and deform shapes to make

Still from The Glass Recycling Company advert

arms and legs work, but this time we had to work with what essentially was a 3D jigsaw,” says Faloon. “Rendering on this job was time consuming. It’s an unusual request as we had so many transparent, reflective, refractive objects at once. This pushed our render farm hard as we needed feedback every morning to make visual tweaks and amends. Visuals were being calculated 24 hours a day. Some of the more complex frames in this job took 40 to 50 minutes per frame to work out all the glass. Frames and scenes were internally swapped to suit skillsets across four employees,” says Faloon. He confirmed that client feedback was easy using Skype and email as they worked

Kiss and create a stir in Kenya In January Coca-Cola launched its largest global campaign in almost a decade. The campaign in South Africa was launched early in March and is known by the tagline ‘Enjoy the Feeling’. While the global creative campaign has the tagline ‘Taste the Feeling,’ which replaces the seven-year-old ‘Open Happiness’ tag they have been using. With the new campaign came the sugared surge of new commercials. However, Kenya was not too pleased with the ad selected for its TV stations. The Kenya Film Classification Board (KFCB), after receiving complaints in April, contacted the advertiser to remove what it deemed an offensive scene. The scene in question was a threesecond shot of two strangers who have a passionate embrace in a library. The film board warned the advertisers to consider whether children would be watching at 14 | SCREENAFRICA | May 2016

The controversial kissing scene that was deleted from the Kenya commercial

the time the advert is aired. The KFCB and the management of Coca Cola in Central, East & West Africa held a discussion about the campaign and agreed that the advert would be edited. Head of communications at Coca-Cola Southern Africa, Zipporah Maubane confirmed that the advert referred to is not currently being aired in South Africa, as they chose to use a different version to

the one being aired in other countries. “Prior to broadcast in Kenya we received guidance from the KFCB and rating approval in line with their established classifications and our own responsible marketing guidelines and processes,” says Maubane. “However, following the request received from the KFCB, we have made a minor revision to one of the TV advertisements and a new version is currently being aired on the

from their location in Belfast. Faced with continuous challenges Ant Hanly explains: “Bringing the world together at the end was incredibly difficult as the shots cut from a close-up featuring both mother and baby elephant to a long shot of the Earth. This resulted in rendering millions of minute bottles from above so that one could visualise that glass recycling helps the Earth to become more environmentally stable.” Jhetam from TGRC concludes: “The visualisation of glass recycling and its positive link to creating a sustainable world was done in so much detail, so that one can see that action is needed in order to bring about change.” – Cera-Jane Catton

local electronic media channels.” According to Eva Mbun, corporate communications at KFCB, the commercial was edited immediately. “It has been two weeks since the edited version aired on broadcast stations as required,” claims Mbun. The commercial remains the same, except it is now without the kissing scene. “The new version is without the offensive kissing scenes that violated family values,” she says. “We’re committed to marketing in line with local guidelines and consumer values,” adds Maubane. Considering that Coca-Cola can select from the campaign which commercials are run in which country, specifically by its local head office, it is interesting that they chose to delete the scene as opposed to running another ad. The SA version does not include any of the kissing scenes. While Coca-Cola confirmed it had not received any complaint from any other country, they could not confirm where the commercial with the kissing scene is being aired. The fact that Coca-Cola Southern Africa chose to air a version without such passion and rather focus on the brotherly love bonding contained in the ad speaks for our broadcasters, or does it? Would SA have needed a similar amendment? – Cera-Jane Catton

Screen Africa May 2016  
Read more
Read more
Similar to
Popular now
Just for you