Explains Brad Riley, creative director for Net#work BBDO, “5FM has become so much more than just a radio station; it has become an attitude and a lifestyle. It takes the mundane into the realm of ultra cool and this is the Power of 5FM. The campaign takes a fresh look at things once they are amplified to the power of 5 and propelled into the stratosphere of surrealism.”

Different music genres

Over the next couple of months, five commercials will be launched – each one with its own energy and each showcasing a different genre of music. The music has been created using local artists, each one creating an original piece – the music for the first two ads hitting South Africa were produced by hip-hop and beatz producer Sibot and the radical dance duo Sweat X.

“We are very excited about our new campaign, which was almost entirely created with the talents of over 25 of our country's top young animators. This world-class production effectively illustrates the effect 5FM has on the lifestyles of our national youth audience: we are here to amplify your world and provide the soundtrack to the revolution that is 21st century lifestyle & beyond,” says Aisha Mohamed, 5FM marketing.

The first two additions to 5FM's new brand campaign are titled “Walk The Dog” and “DJ”. The “dog” in question is an oversized tarantula being led by a gigantic model through the streets of a comic book-style city coloured with the glows of neon and concrete. DJ is a octopus-like spinmaster spinning tracks, while mastering the drum machine and a keyboard simultaneously. Most of the action in both productions were created via CGI (computer generated imagery) and advanced animation software, combined with live action shot with green screen technology.

“Marathon”

Adrian De Sa Garces, director from Velocity Films, handled production: “It's been a marathon [project] that required a very close collaborative process throughout the last year between us and the agency. Once we got into the animation and CGI suites with Black Ginger, we were all under immense pressure to meet the deadlines but everyone pulled through and I'm personally really happy with the results.

“It's always hard to convey to someone else what I have in mind for the animation and effects elements and so there were naturally a few tense moments but only because we've all been so passionate about these ads being of the highest quality. In the end we have all achieved what we wanted to and I'm sure the public is going to love them.”

[20 Nov 2007 08:21]

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