City Lodge Hotels ‘Recycled Ads’

AWARDED
One Show 2024 – View showcase

ABOUT THE WORK
City Lodge Hotels ‘Recycled Ads’ – City Lodge needed a new brand campaign to launch their new proposition: Life is Hard. Check into Easy. The problem was that their marketing budget were threadbare as a result of the continued fallout from the pandemic. So we decided to create a series of films that we could use and re-use every time life gave South Africans a new reason to have a holiday.

We called it Recycled Ads.

We wrote three tongue-in-cheek films with no verbal dialogue that spoke to some of the reasons that people may need a break from everyday life. The comedy and message of these spots were carried entirely by subtitles.
After we dropped our three films, we kept our eye on social and traditional media outlets to mine for trending topics and narratives that we felt gave us the opportunity to encourage South Africans to take a break. Once we did, we re-wrote our pieces to weigh in on the conversations our nation was having at that moment.

So, for example: when our country took to the socials to discuss a face-melting heatwave that swept across our nation, we executed a re-write so that we could comment on it too.
Or when people started to complain about getting back to work in January, we re-wrote a film to remind them that we’re open all year round.
By doing this, we turned 3 films into many films that entrenched us in culture demonstrating our offering at the speed of trending topics.

IDIDTHAT MEMBER CREDITS
Agency: TBWA Hunt Lascaris
Film Production Company: Giant Films
Director: Karien Cherry
Executive Producer: Emma Lundy, Cindy Gabriel
Producer: Jon Ronbeck
Director of Photography: Jason Prins
Production Assistant: Johannes Matila
Production Art Director: Keenan McAdam
Post Production: Strangelove
Editor: Xander Vander
Post Producer: Bevil Swartz
Grade: Nic Apostoli
Sound Company: Sterling Sound
Sound Engineer: Lorens Persson
Post Production Online/Artist: Charmaine Greyling
Casting Director: Bonnie-Lee Bouman