Cannes Lions

VLOEKSTEEN

OGILVY JOHANNESBURG, Johannesburg / MULTICHOICE / 2012

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Overview

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OVERVIEW

Description

kykNET is a satellite TV channel specialising in locally produced Afrikaans content. The task was to launch a new crime series to the Afrikaans audience, which is a small minority in South Africa. ‘Vloeksteen’ literally means, ‘Curse Stone’ and the show deals with the underworld of diamond smuggling. It’s classic good guys vs bad guys stuff, but in the illegal diamond trade the lines between good and bad are very blurred.

Execution

Nothing in the show is as it seems – cops are undercover, smugglers pose as friends. Diamonds bring out the worst in people. Under the shiny exterior of diamonds lies a seedy underworld of deceit and evil. To bring this idea to life, an interactive billboard invited people to scratch off the shiny diamond decal to reveal the seedy dark reality behind it in an intricate charcoal illustration. ‘Niks is soos wat dit skyn te wees nie. Delf diep in die onderwêreld’ which means, ‘Nothing is as it seems (literally, ‘shines’) to be. Dig deep into the underworld of diamonds'.

Outcome

The show, with 27.6 AR's, is proving to be one of kykNET’s most watched shows to date.

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