"Our objective was to create a strong and simplified campaign message that resonates across target audiences, reminds users of the longevity and trust inherent in the Rhino brand and to build on the deep customer loyalty we have long enjoyed," says Michelle Cerruti, marketing and communications manager at Saint-Gobain Gyproc.
The commercial was shot at the Field of Dreams Children’s Centre in Magaliesburg. The opening shots show a man looking at a classroom with a large crack in the wall. He feels the wall and starts to pull at the plaster until little pieces fall to the floor.
It then shows the man and his father buying RhinoLite
® and arriving at the school at sunrise. They cover the floor and prepare the classroom.
The pair then mix the RhinoLite
® plaster and apply it to the walls using a plastering technique. The blackboard is re-hung on a new wall and viewers see a renovated classroom.
Cerruti says Field of Dreams is a wonderful organisation that gives hope to the children who visit the centre through different learning programmes, feeding schemes and health care services.
"We needed a location to showcase plastering in action, and it made so much sense to shoot at Field of Dreams, a real location where we have a number of planned future initiatives, rather than to find another location," she says.
The commercial, produced by It’s A Go Communications in conjunction with Velvet Film, will be aired on selected DSTV channels, Soweto TV and SABC 1.
For more information, visit
www.gyproc.co.za. You can also follow Gyproc Saint-Gobain on
Facebook or on
Twitter.