Unisa ad a trib­ute to the tena­cious

Weekend Argus (Saturday Edition) - - MEDIA& MARKETING -

UNISA has re­leased an evoca­tive tele­vi­sion com­mer­cial to launch and re­in­force its new brand propo­si­tion, “De­fine to­mor­row”.

Brad Reilly, from cre­ative agency Net#work BBDO, says the film is a mov­ing glimpse into the tenac­ity of a Unisa student who, un­like most other univer­sity stu­dents, achieves higher ed­u­ca­tion through on­line and dis­tance learn­ing.

“Many Unisa stu­dents lead dual lives, sup­port­ing them­selves and the peo­ple around them. It’s a tough and highly ad­mirable sit­u­a­tion, driven mainly by the need to make the most of them­selves and ul­ti­mately de­fine their to­mor­row.

“Our strate­gic and cre­ative in­tent was to am­plify the sig­nif­i­cant value of a Unisa de­gree and its so­cial im­pact.

“Through dis­tance and on­line learn­ing, Unisa is able to pro­vide ac­cess to higher ed­u­ca­tion to those tena­cious in­di­vid­u­als who have no means or re­sources to ac­quire a de­gree on a full-time ba­sis.

“All stu­dents (en­dure) their own ver­sion of hard­ship to achieve a de­gree. The univer­sity has de­vel­oped a unique breed of do­ers, thinkers and pi­o­neers.”

Reilly says that in film­ing the com­mer­cial, the main guid­ing prin­ci­ple was au­then­tic­ity.

“We tried to bring that through the treat­ment as much as pos­si­ble. We shot pre­dom­i­nantly at night on the streets of Joburg, us­ing the light avail­able and lim­it­ing any ar­ti­fi­cial light­ing.

“We didn’t want to over­com­pli­cate things stylis­ti­cally and kept the grade close to what we saw on the cam­era.”

The com­mer­cial be­gins by de­pict­ing the chal­lenges faced by a late-night cab driver who, on re­turn­ing home in the morn­ing, im­me­di­ately be­gins a day of study­ing, while car­ing for his young son.

Be­fore long, the day is over and the cab driver is off again to start a long evening shift car­ry­ing par­ty­go­ers around town.

One morn­ing he en­ters the house and is greeted by his par­ents and son, who proudly present Unisa cor­re­spon­dence to him – and con­fir­ma­tion of a pass.

The mu­si­cal ar­range­ment was cre­ated in col­lab­o­ra­tion with Au­dio Mili­tia and is the emo­tional thread through­out the film.

“In keep­ing with the au­then­tic­ity we wanted por­trayed in the piece, the track was recorded us­ing ac­tual in­stru­ments,” says Reilly.

“We feel it helps to re­ally un­der­stand what the char­ac­ter is go­ing through.”

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