Get Me To 21 named Digital Ad of the Year. Directed by Dani Hynes
One Rand Family runner-up in Integrated. Directed by Rob Smith
Explore The Night third in Integrated. Directed by Jason Fialkov
Three finalists in the Film category for Terence Neale
Egg Films and its sister company Arcade Content both featured prominently at last week’s Creative Circle Ad of the Year Awards, with Dani Hynes working on the Digital Ad of the Year; Rob Smith and Jason Fialkov being part of the campaigns that came second and third respectively in Integrated; and Terence Neale having three finalists in the Film category.
Egg Films’ Dani Hynes directed the appeal video at the core of Mullenlowe’s Get Me To 21 Campaign for Jenna Lowe, which was named Digital Ad of the Year.
The campaign invited people to Jenna’s 21st birthday party – if they became an organ donor to help the 19-year-old get there. The campaign created a national conversation about organ donors, with over eight million Twitter impressions and R17m in earned media coverage. It won an APEX Grand Prix and a Gold Loerie award, among other accolades.
Tragically, while Jenna eventually found a donor, she didn’t make it to her 21st, passing away last July.
“We don't often get to save lives in advertising but when Kirk and Eric from MullenLowe introduced us to Jen we knew she really could,” says Dani. “Her generous spirit, her genuine care for everyone and her ability to get you to want to be a better version of yourself was extraordinary. Jenna decided she wanted to make a difference and thanks to #getmeto21 she really has. Her courage and care changed minds and got people thinking. She was one of those rare people who leave the world forever changed.”
South Africa has one of the worst organ donor rates in the world, with less than 0.3% of the population registered as donors. While the campaign generated 40,000 new organ donor registrations at a 287% new registration growth rate, over 4000 South Africans are still awaiting transplants. “Please become an organ donor,” says Dani. “Even one person on the register is reason enough to do it and there are still thousands.”
Sanlam One Rand Family, directed by Arcade’s Rob Smith for King James, was the Runner Up in the Integrated category. The five-part documentary series followed a South African family living beyond their means, who have their salaries paid in one rand coins for one month to give themselves and their country a new perspective on spending and saving. One Rand Family has also won four Gold Midas Awards, among other accolades.
Egg Films’ Jason Fialkov directed the commercial driving JWT’s Smirnoff Ice Double Black Explore The Night campaign, which placed third in the Integrated category. His commercial captured a wild night out, inviting viewers to download the Explore The Night app and order a cab to take you to your club, with the knowledge that every cab is free but some are special…
Egg Films’ Terence Neale had three finalists in the Best of Film Category: Chicken Licken The Great Escape for Net#work BBDO; 5FM Without 5 for King James II; and his Careers24 campaign for Ogilvy Cape Town.
The most awarded South African production company at The 2015 Loerie Awards, Egg Films represents directors Brent Harris, Dani Hynes, Jason Fialkov, Slim, Sunu and Terence Neale. We do tv ads, music videos, short films and other things too. For more information, visit eggfilms.tv
About Arcade Content
Arcade is a division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos and documentaries. Arcade represents directors Kyle Lewis, Lebogang Rasethaba and Rob Smith. For more information, visit arcadecontent.tv.
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