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Johannesburg - Ad agency Draftfcb's Keep Flying initiative to sustain the positive energy built up over the 2010 FIFA World Cup - and avoid post-Cup depression - is building up a head of steam.
In less than two weeks, it has attracted commitment from 70 brands and companies and responded to over 200 emails while its website, www.keepflying.co.za, has received 8 000 hits. It even has a jaunty song, specially composed for the campaign.
Close to a dozen TV commercials are already in production in response to Draftfcb Johannesburg executive creative director Grant Jacobsen's challenge to producers and directors to take ownership of the concept.
Said Andrew Lester from Spaghetti Media, whose commercial breaks before the end of the week (July 16): "We have been truly amazed at the collective smile which the nation has sported over the last month."
Another production house whose ad is ready to flight is Cinergy Productions. The spot features a candid interview with a real South African who muses on what the end of the World Cup will mean for our country. Then, as he wonders what would happen if we all did one small thing to remember how we were united behind our flag, we see that he has decorated his lighthouse with a flag.
Other commercials are under way at Bomb Commercials, Air Films, Terraplane, Bouffant, Picture Tree, Fresh Eye, and Ola!Films.
Said Jacobsen: "We can't wait to see the finished work."
- Fin24.com