One Rand Man, directed by Arcade Content’s Rob Smith, won a Bronze in the Branded Content category at Cannes Lions this weekend, where it was also shortlisted for Integrated Campaign Led By PR and Promo & Activations. The five-part online documentary series follows a South African man living beyond his means, who gets his salary paid to him in one rand coins for one month to give himself and South Africa a new perspective on spending and saving.
“We never thought we’d nab one of these on our first production,” says producer Will Nicholson. “Thanks again to King James for bringing us such a great concept to start our company with and then giving us the necessary creative freedom. One Rand Man is exactly the kind of job we were created to do. Rob worked with a small, unobtrusive team, which allowed him to capture far more real, unscripted moments. These often managed to be both thought-provoking and quite funny, so credit to the One Rand Man himself, Rob and his team for making finance entertaining.”
Cannes only added a branded content category in 2012, so Will says it feels good to be one of the early winners. “We’re excited to see where the category and our company goes next.”
Rob is currently directing One Rand Family, which will be released later this year.
One Rand Man also won Creative Circle Ad of the Year; the only Gold for Branded Content and the only Gold for Integrated Multi-Platform Campaign at The Bookmarks; five Golds at The Midas Awards; and The African Leadership Grand Prix at The African Cristal Festival, among other accolades.
Check out Rob’s showreel at http://arcadecontent.tv/south-african-director/rob-smith/.