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UCT Graduate School of Business: Curiosity

Advertising Agency: Saatchi & Saatchi, Cape Town, South Africa
Creative Director: Sammy-Jane Thom
Art Director: Gareth Cohen
Copywriter: Alex Goldberg
Producer: Lee-Anne Jacobz
Account Manager: Sheharazaad Allie
Animation: Conduit Productions
Sound Design: Soft Light Music

10 comments

MohamedPhotos's picture
MohamedPhotos
18 pencils

Too long and boring

Troll's picture
Troll
637 pencils

Just to put this into context, the brief was to create a piece that would be used as a sales aid to introduce potential delegates, who are corporate executives, to the institution’s way of thinking and to be used as a standalone in media that supports long format (more than 60” duration) like the Internet and Cinema. Our AV had to offer an alternative headspace to this audience, so that they would be receptive to the school’s offering.
Thanks.

atb2005's picture
atb2005
13567 pencils

What was this? I felt like I was watching something targeting kids, not grown ups. Sorry. I find it cheesy.

dbor's picture
dbor
1455 pencils

Low Res hulk.

Baelin's picture
Baelin
277 pencils

Troll,

I'm curious as to why the 'curiosity creature' was made to resemble something that could rend limbs apart?

Troll's picture
Troll
637 pencils

Baelin,

To be curious you must have the ability to fight off the mundane. This battle takes place all the time. RAAAAAH. WAR FACE.
We looked at a variety of designs but liked this one the most.
It made you curious enough to ask so I guess it worked.
Later.

Ayasakuma's picture
Ayasakuma
46 pencils

it reminds my Ryuk from Death note

bate_palmas's picture
bate_palmas
1479 pencils

Okay Saatchis, Trolls and all else

This is beautiful. I find it moving and compelling. I didn't find it boring at all. Really, stunning stuff.

BUT

The idea is just SOOOO mundane. Curiosity? That could be for any university, specialising in any subject. There is a universe of insights under the 'business school' territory that should have been explored and will have given way to thousands of more interesting ideas.

I'm sure the creatives explored these and for some reason or another got rejected. Maybe 'curiosity' was even part of the brief.

The ad could well have had a Twinings logo at the end. Either way, I don't think anyone will remember what this ad is for.

Therefore the advert, I think, fails.

Hadrons's picture
Hadrons
5991 pencils

Your curiosity is everything but a Troll.... with all due respect to full colors thinking you should use sharpen image...
as a movie - nice job.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

meddys's picture
meddys
3 pencils

Curiosity may be the right word in advertising for education but I am not sure a Troll is the right representation for it. I appreciate the rest of the idea though, it would work for me if I needed some orientation for my education.

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