Standard Bank Group has launched the next phase of its brand campaign "Moving Forward" that includes a major television commercial that captures key moments in world history, demonstrating progress and the positive emotion people feel when they move forward.
The campaign is flighting in South Africa and other Africa markets where Standard Bank Group has a presence
The 60 second commercial follows a series of global events; from the first flight in the early 1900s to the first democratic elections in South Africa. These moments capture significant social change and technology advances that have moved the world and humanity forward in a positive way.
The famous tune "Sh'boom" by The Crew Cuts, which enjoyed nine weeks at number one in the charts in 1954, provides the upbeat soundtrack to this progress. Original historic film is merged seamlessly with newly-captured footage, creating a visual story of progress.
"Everything we do at Standard Bank is aimed at giving our clients the services and tools they need to get to where they want to be," says Nikki Twomey, Head of Marketing at Standard Bank Group.
"No matter who you are or what stage of life you are in, there will always be something you are striving for, the next 'big thing'. We all move forward in different ways, but no matter who you are or where you come from there is one thing we all have in common - how good you feel when you move forward.
"Creating a TV commercial that resonates not only with audiences in South Africa, but also in the rest of Africa, while encapsulating the entire spectrum of Standard Bank's brand, was admittedly a tall order," adds Ms Twomey.
Standard Bank Group's brief to advertising agency TBWA\Hunt\Lascaris was to identify a universal idea that would give meaning and relevance to Standard Bank's pay off line "Moving Forward" and also celebrate the positive emotion experienced by people. Matthew Brink and Adam Livesey, joint executive creative directors of TBWA\Hunt\Lascaris, say creating an advert that would capture the essence of what Standard Bank Group needed to communicate was a complex and collaborative process.
"It's not often that you get to make a television commercial of this magnitude and international reach," says Livesey.
"We were lucky to have a client that believed in this project and allowed us to bring it to life. This advertisement was a huge undertaking from filming, sourcing the right soundtrack, to getting rights to all of the footage," says Brink.
In particular, they point to the many technical and editing feats undertaken during production, which they believe demonstrate that South Africa boasts skills in this field that are truly world- class.
"One of the biggest challenges was to ensure that the old footage was finished perfectly so no one would ever challenge whether the singers in some of the scenes were actually there or not," adds Brink.
The television commercial is supported by a variety of other campaign elements including an outdoor campaign that spans South Africa and other African countries and various executions through social media channels. Consumers are able to engage on a campaign website to post and nominate their 'moving forward' moments.
The commercial coincides with Standard Bank's celebration of its 150th anniversary and was flighted for the first time on Monday, 8 October 2012.
View the TV ad at www.standardbank.com/movingforward.
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