DIALDIRECT COMMERICAL AWARDED A BRONZE AT CANNES
Tuesday, June 16, 2015
Dialdirect’s emotional commercial, The Notebook, was awarded a Bronze Lion in the Film Category at the recent Cannes International Festival of Creativity 2015.
The advert was conceptualised by communication agency Joe Public, produced by Velocity Films, and directed by Greg Gray. It illustrates that time is precious, with the take home message that Dialdirect won’t waste a second of it.
According to Carl Louw, Chief Marketing Officer for Dialdirect: “The Notebook is a moving and memorable story that everyone can relate to in a world where time has become a precious commodity. It brought our new strategic insight – insurance made easy - to life and has been very well-received in South Africa. This nod by Cannes is the cherry on top - we are delighted by this international recognition.”
The Notebook tells the story of a young boy who has an unusual way of solving the problem of his mother being stretched for time. A simple, emotional and touching story unfolds, whereby the boy goes about doing chores in order to alleviate time from his mother’s day. We learn that this is in order for her to spend more time with him, and on things that are important to him.
“Dialdirect offers you an opportunity to spend less time on the things that you don’t enjoy, like insurance, so you can spend more time on the things you love. The Notebook takes the essence of the brand one step further in order to emotionally connect with consumers,” says Louw.
The award-winning TVC has been supported by radio, print and outdoor executions, all tied together by concept of ‘time’.
“We are undoubtedly thrilled to be awarded for excellent work that aims to grow our clients business. Winning a Cannes Lion in the Film Category is notoriously difficult, and we are proud to have been able to bring it home,” added Creative Group Head, Marting Schlumpf, Joe Public.