In the 90-second story, the brand tells the story of one man’s journey of life’s relationships, moments, hardships, and achievements – all of which he will one day need to say goodbye to.
Vanessa Pearson, executive creative director at House of Brave, says, “To truly demonstrate the breadth and depth of life’s journeys, the advert needed to cover contrasting and varying landscapes and, therefore, we selected Port Elizabeth for 90% of this shoot. Offering the opportunity to cut between open farm lands, ocean drives, urban, and suburban areas – this region offered real diversity from a commercial perspective.”
“As a largely underutilised area in South Africa for television adverts, this region provided the brand an opportunity to really bring the varying scope and mystical quality, of the journey of life to fruition,” she adds.
Katharine Liese, general manager of marketing at 1Life, adds, “Over the past year, the 1Life brand journey has truly evolved. We have moved away from the traditional risk profiling adverts and really aligned to our vision of changing lives. It is with this in mind, we worked closely with our advertising agency – House of Brave – and focused on bringing continued authentic storytelling to the fore, directed by the key message that sometimes it’s the simplest things in life that have the biggest impact on you.”
“At 1Life, we are committed to a key premise – changing lives. We believe that this campaign is another way we are really able to do this, encouraging consumers to think about the future and giving them the opportunity to make that one call, that one simple ‘hello’, which can help them take care, today, of what the future holds for both themselves and their families,” she says.
“We hope that the emotive nature of this campaign will drive real understanding to consumers and we look forward to witnessing what we believe will be a very strong, successful brand campaign,” she concludes.