BACKGROUND
Inspired by their vast collection of seminal South African art, Sanlam Private Wealth wanted to explore a theme close to their
hearts – the continuous creation of dynamic, lasting value and wealth for their clients.
The same powerful instincts that drive artists to create something meaningful and of value that lasts for generations to come, is what drives Sanlam Private Wealth to do the same for their clients, by crafting custom solutions that grow and preserve wealth.
This campaign, titled “Again & Again – Inspiration and Excellence in Perpetuity”, aims to not only grow and enrich the cultural wealth of South Africa, but to demonstrate and bring to life Sanlam Private Wealth’s promise to their clients: “Your wealth. Our craft”.
TASK:
Bring to life Sanlam Private Wealth’s promise – “Your wealth. Our craft.”
THE SOLUTION:
A project titled “Again & Again – Inspiration and Excellence in Perpetuity”.
CREATIVE CONCEPT
Together with Sanlam Private Wealth, we selected an art piece from the Sanlam Art Collection to take on a journey into the
future, by asking a new generation of creatives to reimagine the artwork. This journey has been titled, “Again & Again - Excellence in Perpetuity”.
Ndikhumbule Ngqinambi’s work, “A Walk of Numbers”, the first piece selected to be reinterpreted by five young and upcoming artists, is the perfect embodiment of this ideal. It expresses something potently universal: the human journey.
The five artists tasked with reinterpreting Ndikhumbule’s work were:
1. Michael Chandler (multi-disciplined creator)
2. Lukhanyo Mdingi (fashion designer)
3. Renée Rossouw (pattern maker)
4. Shaun Gaylard (architect)
5. Evan Sohun (street artist)
EXECUTION
PRINT
We now needed to share this journey, introduce the artists, showcase their work and make it relevant to new and existing clients.
We shot beautiful portraits of each of the artists and used these, in conjunction with their art in print ads in high-end design publications.
AUGMENTED REALITY/MOBILE
In order for clients to understand the project, join the journey and learn more about the artists, we made use of augmented reality.
By scanning a special code on the artist portraits with their mobile phones, readers could watch the portraits come to life with the artist introducing themselves and telling readers a bit about their inspiration.
Furthermore, it allowed readers to go on to the website to learn more about the campaign or to the Instagram page.
Results AR:
- The majority of users activated the experience and watched the main Again & Again story.
- 726 total views
- Average time spent watching: 1 minute 29 seconds
- Total viewing time of 18 hours 25 minutes
WEBSITE/ONLINE SUPPORT
When visiting the website new or existing clients could watch the full Again and Again story and learn more about this journey.
It also featured information on the artists and their art.
We made use of online banners and takeover pages to direct traffic to the site digitally.
CORPORATE COMMUNICATION, BRANDING, GIFTING
The idea of excellence in perpetuity was further strengthened by now applying the new reinterpretations to corporate communication, branding at special events, as well as via gifting – allowing us to continue to tell the story and bring home the idea of a crafted approach to clients’ wealth.
