Shelf Life: Tribe Sauce gives glass new gloss
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Banking on glass recycling
- Muslim mobisite goes tabloid
- Primedia pops up places
Tribe animates Africa
Ad agency, Tribe Sauce, and its client, The Glass Recycling Company, have created an African experience from bottles and jars to emphasise the interplay between waste and our world, and encourage South Africa to view waste glass as a precious product.
The Glass Recycling Company (TGRC) is SA’s national organisation for promoting glass recycling. Its role is to increase glass reuse through returnable bottles and recycling, and has increased the recycling rate from 18% to 41% in eight years.
In the world created by Tribe Sauce for the company’s TVC, both animals and the landscape are made of glass bottles; the glass bottle becomes the hero and recycling vital to protect the environment.
Says TGRC CEO, Shabeer Jhetam: “A key concept in the advert is the use of a banking analogy which demonstrates the outcomes of recycling, including water and energy savings, among other benefits. This concept allowed us to show a world in which those who recycle get a return on their investment by having an impact on our environment. This banking association with glass recycling helps people to understand that everyone can contribute, and gain, as a result of the benefits derived from recycling.”
Ant Hanly, ECD and CEO of Tribe Sauce, says animation software programs, including 4D cinema, After Effects and Avid, were used to render different aspects of the commercial. Each bottle in the advert was rendered separately and then placed in position. In addition, special lighting techniques were applied to realistically depict the transparent property of glass. The final scene required the rendering of millions of minute bottles from above so that one could visualise the impact of glass recycling on a vast scale.
Trees and animals were studied to ensure that the animations were an accurate representation of what is seen in nature, and animal movement was emphasised to ensure realistic motions were portrayed.
To find your nearest glass recycling bank, go to www.tgrc.co.za.
Media24 launches Modest Muse
Media24 has launched Modest Muse, the first lifestyle tabloid and community newspaper aimed at South African Muslim women, based upon the success of its mobisite, which has been operational for two years.
Modest Muse has been serving a niche market with very specific needs: Adult Muslim women with a keen interest in fashion, shopping, cooking and the prescribed teachings and practices of Islam. The tabloid advises readers on how to accomplish daily practices in a way that’s permissible (halal), and how to resolve issues faced by Muslim women living, working and parenting in Western society while still trying to uphold their devotion to Islam.
Publishing editor, Mushra Hartley, says: “We want to inspire readers to embrace their busy lives and their faith, and be their best and happiest selves. Modest Muse has been created for Muslim women, by Muslim women, to enlighten, teach, inspire and educate.”
Copies of the free tabloid will be delivered to residents in the Bo-Kaap, Rylands, Surrey Estate, Salt River, Cravenby, Primrose Park, Gatesville, Penlyn Estate and Pelican Park in the Western Cape.
Primedia offers retail popups
Primedia Unlimited’s Mall Division has added popup shops to its retail arsenal as part of a growing global trend to provide temporary retail spaces that provide brands with all the advantages of the high traffic found in malls, with less risk and cost.
Popup retail, or ‘flash retailing’ as it’s known in Europe, provides spaces that are 60-80% cheaper than a traditional retail outlet and are a great way for brands to test a retail market before opening a permanent outlet with costly shop fittings and monthly rentals.
Says Deshendri Smit, Primedia Unlimited’s Mall Division executive head of sales, “Essentially, it’s a trend of opening short-term experiential and awareness spaces in predominantly vacant retail spaces and popup shops give brands the opportunity to engage more personally and build stronger relationships with shoppers, by generating amplified brand awareness in key retail environments.”
As a relatively new retail platform, popups exist anywhere from one day to, on average, three months, and allow a company to create a unique environment that engages with its shoppers and generates a feeling of relevance and interactivity.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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