The future of entertainment is launching now

--

The future of entertainment is launching now --

Mon, 06 Nov 2017 12:02

--

Joe Public United has announced the launch of a revolutionary entertainment offering, named black. Having won this unique piece of business earlier on this year, the agency has been keeping this well-kept secret under wraps for the past few months.

What is black? black is an entertainment platform, and a South African first, that allows you to rent, buy or subscribe to movies and series (even the latest movies and brand-new, still-to-be-released international series). You will also have access to music videos, football club channels, gaming and much more on any smartphone, tablet, laptop or TV from only R5 for one day.

black is being brought to consumers as a new separate division within Cell C which is focused on delivering entertainment and content. However, it is network agnostic; meaning it will be available to any consumer with an internet connection.

black truly is the future of entertainment and to communicate this Joe Public United launched a full 360-degree campaign dramatising the premise that If you don t have black, you re living in the past , because black is The future of entertainment. Now. .

The concept of black as a brand arose from wanting to position this new product as the best, most innovative entertainment offering on the market. The intention was to create a disruptive, iconic, intriguing and sexy brand that still offers consumers absolute accessibility and quality. From the start, we knew this brand would require a highly distinctive identity on which to build strong memory structures.

The name black is bold, expressive, it is mysterious and intriguing. And, like deep space, the colour black is seemingly endless in its depth. And like its name sake, black the entertainment platform once you access it is also endless, full of mysteries, adventures and discoveries waiting for you to explore.

A series of humorous TV commercials were produced and shot by Velocity Films and crafted by director Adrian De Sa Garces. The television spots take consumers back in time to bring black s future of entertainment concept to the fore. Epitomising that you may well be living in the Stone Age when everyone else is in the digitally connected entertainment world of black.

Starting with a brand positioning and integrated channel strategy, the Joe Public United group has built this brand and all its facets from the ground up. From corporate identity, developed by Shift Joe Public, to the brand campaign across all mass media platforms, to breakthrough digital solutions by Connect Joe Public, unconventional PR tactics by the group s PR agency, Engage Joe Public, and all media planning and buying, the campaign demonstrated the depth of Joe Public United s integrated offering to their clients.

The alignment of the group s approach to strategy and excellent creative output, expresses the true partnership potential we have with Joe Public United. We are excited to be joining forces with the dynamic group and we believe they are best suited to complement our business, says Surie Ramasary, black, chief executive: Content.

Watch the commercial:

Production Company Credits

Production House: Velocity Films

Director: Adrian De Sa Garces

Director of Photography: Werner Maritz

Executive Producer: Karen Kloppers

Post-production: Left Post Production

Editor: Saki Bergh

Colourist: Keno Naidoo

Online Operator: Keno Naidoo

Audio: Louis Enslin

Agency Credits

Client: Cell C

Brand: black

Agency: Joe Public United

Client Contact: Surie Ramasary Chief Executive: Content, Doug Mattheus Executive Head: Marketing, Karin Fourie Executive Head: Communications

Above-the-line: Joe Public

Group Chief Creative Officer: Pepe Marais

Chief Creative Officer: Xolisa Dyeshana

Creative Director: Assaf Levy

Strategic Director: Leigh Tayler

Senior Copywriter: Verona Singh

Senior Art Director: Kursten Meyer

Copywriters: Dominic Hatchuel, Galaletsang Kgoathe

Art Directors: Grant Linton, Mphela Mamabolo

Business Unit Director: Zorana Safar

Group Account Director: Andrew Wright

Account Director: Francois Van Deventer

Account Manager: Kelly Emerton

Agency TV Producers: Wendy Botha, Nikki Shakleford

Digital: Connect Joe Public

Digital Executive Creative Director: Dylan McLean

Digital Creative Director: Daryn Drake

Digital Copywriter: Jared Milne

Digital Designer: Andre Lopion, Aldo Pulella

Digital Producer: Mun Ying de Lacy

Digital Account Director: Tarryn Coetzee

Digital BUD: Tarryn Coetzee

Digital Account Director: Chantal Oliveira

Digital Project Manager: Shea Bauer

Brand Design: Shift Joe Pulic

Christo Kruger: Creative Director

Abigail Sizaliyo: Senior Consultant

Sonia Dearling: Mid-Weight Designer

Public Relations: Engage Joe Public

Puleng Mosholi: BUD

Lerato Molete: Project Manager

Mbali Zondo: Senior Account Manager

Below-the-line: Ignite Joe Public

Ismail Jardine : Client Service Director

Sindy Mazibuko: Account Executive

Dawn Franke: Creative Director

Related Articles



-- --

-- --

-- Please enable JavaScript to view the comments powered by Disqus. comments powered by Disqus

LINK:	http://www.screenafrica.com/page/news/new_med/1664276-The-future-of-en...
	See more stories from screenafrica

Most recent headlines