"At our essence, Sanlam is a company that helps people to live their best lives and reach their dreams by planning ahead," says Sydney Mbhele, chief executive of brand at Sanlam.
"This campaign encapsulates how we can still help people to do that. Despite all the curveballs and disruptions 2020 has thrown our way — in fact, precisely because of them — there’s never been a better time to come up with some new plans," adds Mbhele.
King James Group, Sanlam’s creative agency, was tasked with conceptualising a campaign that, according to Sanlam, "could at once connect with a weary audience and yet also inspire people to not simply dwell on the disruptions, but make some new plans to overcome them."
“The simple truth is that 2020 has been a gut punch,” says King James creative director, Jared Osmond. "What we wanted to showcase was that, before 2020 was the year of pandemics, downgrades and trauma, it was a year full of dreams. We wanted to remind viewers of this — of what their plans for 2020 were. Plans that Sanlam can help them get back to now."
King James Group says to avoid coming across as patronising, connecting with the audience on a personal level was critical. Creative director Cameron Watson explains how they endeavored to bring this across visually.
"We wanted the camera to move in a way that would create individual worlds — the worlds our viewers have lived in. Using their point of view enabled us to make a commercial that was not only relatable but reminded us all of the plans we had that are now worth getting back on track," concludes Watson.
For more information, visit www.kingjames.co.za. You can also follow the King James Group on Facebook or on Twitter.