South Africa

2020

Testament

Entrant Company

Magnetic Creative

Category

Video

Client's Name

Rockwood Conservation

Sub-Category

Nature / Wildlife

Of the many forms of threatened wildlife, the rhino is significant in South Africa where it has come to be seen as a symbolic of whether or not we can succeed in our conservation efforts. To increase the odds of success, Rockwood Rhino Conservation was born from one man’s dedication towards rehabilitating and repopulating rhino in South Africa, and our challenge was to help grow awareness, rally support and attract funding for this extremely worthy cause. As people have become desensitized to the shocking imagery of rhino poaching, as well as the overtraded sentiment of ‘save the rhino’, we leveraged a more strategic route in the brand video – appealing to rational thought over and above pure emotion. It is logical that, despite our heightened power of deductive reasoning, we as human beings are still a part of our natural environment. Failure to recognise and act on this when it comes to ensuring the survival of other species like the rhino means we fail as a species ourselves – putting our own future existence at greater and greater risk.

Credits

Creative Director
Dean Jackson
Art Director
Eugene Bredenkamp
Art Director
Lauren Frates
Videographer
Noël Scholtz
Videographer
Delano Stockhoff
Director, Editor
Emile Fick
Producer
Mbali Hlangani
Account Manager
Simone Swart
Copywriter
Dean Jackson
Copywriter
Dean Jackson
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