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Trace Mobile was launching as a new mobile network in South Africa. A network that is specifically for youth, and offers them access to exclusive content, events, and product benefits. We commissioned photographers around South Africa to go to the bars, pubs, protests, concerts, skateparks, and areas where young people feel free to be themselves. They took photos of everything that formed part of the youth’s identity. From the hundreds of images we selected the ones that were the most expressive, rebellious, irreverent, or just cool AF to create a TVC that is authentically youthful. This positioned Trace Mobile as a brand that’s not trying to adopt youth behaviour, but one that is part of youth culture with a simple rallying cry - long live the young.

Client

Advertiser: Trace

Brand: Trace Mobile

Client: Leo Manne

Creative Agency

Creative Agency: Net#work BBDO

Copywriter: Shane Durant, TJ Njozela

Art Director: Heidi Kasselman

Strategist: Tebogo Koena

Producer: Lee-Anne Jacobz, Kirsty Husband

Executive Creative Director: Brad Reilly

Chief Creative Officer: Mike Schalit

Designer: Koos Groenewald (Jana + Koos)

Account Management: Ryan Livie

Animator: Ryan Paikin

Photographers: Lourens Smit, Liam Lynch, Karabo Mooki, Hylton Boucher, Hanro Havenga, Aart Verrips, Jodi Vinvogel, Jody Brand, Andile Buka, Jono Wood, Paul Samuels, Aidan Tobias, Shane Durrant, Angie Durrant

Production Company

Production Company: Flare

Producer: Tanja Rae

Offline

Edit Company: Nova

Editor: James Hosking

Music

Music Company: Pulse Music

Sound

Sound Company: Freqncy

Sound Engineer: Garrick Jones, Thuso Koetle

Category: Other

Genre: Music & Sound Design, Music performance, Photography