News
Blueprint9 presents L-HAPPY the triptych TV campaign for Leadway Assurance (Nigeria)
Each of the three commercials follows the life and perspective of three main characters who are the Homeowner, Automobil Driver (and family) and finally, a healthy fitness enthusiast known as the Jogger. Within the space of just 30 seconds, we can see how a lapse in concentration can detrimentally affect many lives in so many different ways.
A morning jogger is distracted whilst swatting a fly whilst jogging across a (not so busy) road, at this very moment a car traveling along with a mother driving her twin boys is distracted by the usual play expected by youngsters riding in the back of the car, as she loses her attention for a split moment she is unable to see the jogger who is swatting the fly who at this point is in the middle of the road without a clue of the oncoming traffic. The mother reclaims her attention seconds before contact with the jogger and manages to swerve out of the way, unfortunately, she loses control and plunges into a nearby house which is occupied by a young man who was off work due to illness. As the homesick young man realizes the milk he has used for his cereal is sour he gets up and walks a few paces merely missing the mother who plunges through the wall of the man’s apartment nearly costing him his life from the impact. If it was not for the milk being sour it may have been the case that the young man lost his life as he was sitting in the exact position in which the car ended up just seconds before.
The car was ruined, the jogger fell over and sprained her ankle, the homeowner had a huge cavity in the front of his home destroying his lounge entirely. The entire situation was not as diabolical as it could have been this was because the Jogger, Car Driver, and Homeowner were all covered by Leadway Assurance. Each perspective from all three characters is played out over 30 seconds in three different episodes of the same advert series, the fourth episode is titled ‘The Aftermath’, within the aftermath, we are able to see that all participants survive the accident as we see them relieved with smiles whilst the emergency services take care of the wreckage – at this point the audience discovers all participants are covered by the same insurer, Leadway, and everyone lives happily ever after. In addition to the aftermath (episode 4), Blueprint9 produced a 5th episode which spans 60 seconds in duration. The aim of the 5th episode was to play out the entire scenario from each of the 3x perspectives with the inclusion of the aftermath as one piece.
Each episode of the 3 part TV advert is to be played at different times creating a synergy for the audience as they piece together the story over a period of time. Only after some weeks or months after seeing all advert episodes, the audience will be able to understand the full impact of the different types of insurance policies offered by Leadway Assurance and subconsciously (at a time of their own) sign up for one or all of the policies due to the fact they have grown to understand the benefits of this real-life situation through their own cognitive subjectivity.
The advert was written by Paris Harcourt for Blueprint9 and filmed in South Africa. A three-part radio commercial accompanied the television commercial which syncopated with billboards, posters, and all other media in the marketing communications mix. Different parts of the campaign have been used across Africa with the main advertising and marketing in Nigeria.
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- Jogger meets Driver
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- Jogger falls to the ground
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- Jogger twists ankle
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- Paramedic aides Jogger
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- Jogger, Driver & Homeowner rejoice
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- Driver smiles with relief
Blueprint9’s Video & Audio Post Production now c/o Miloco Studios (UK)
Our Audio and Video post-production has always been completed by an external production outlet until now. Blueprint9 has taken things in-house partnering with some of the UK’s best post-production personnel through Miloco Studios. This gigantic development will see all post-production work completed within more efficient lead times ensuring the specifications are met within the best budgets available to Africa.
About Miloco –
Miloco represent some of the best and most popular London recording studios. Our rooms are used by many UK and international artists, record producers and engineers often as a first-choice option. We have studios spread across the north, east, south and west of London ranging from world-renowned facilities to more affordable rooms perfect for smaller budgets.
Our selection of recording studios in London represents the core of the entire Miloco group. We believe we have every corner covered, with a range of huge recording spaces with amazing equipment specs, some of the best Neve and SSL mixing studios in London, vintage rooms with rare and sought-after gear, writing / programming / overdubbing studios, high-end mastering suites offering attended or unattended sessions, plus a number of long-term let studios for private use.
