OUR "MARS 2023 - INHABITANTS WANTED" MOVIE CREATED FOR DUTCH AEROSPACE COMPANY MARS ONE LAUNCHED IN NEW YORK

Please watch the Full HD movie here: http://youtu.be/74pA5YH-ehY

Movie that James Yeats Smith and myself (Frank van Rooijen) conceptualized, wrote and directed for Dutch aerospace company Mars One. Produced by Now & Partners. The movie was launched on 22-04-2013 during a highly anticipated press conference in New York. The manned mission to Mars is endorsed by a panel of leading International scientists, including Nobel Physics laureate, Prof. Dr. Gerhard 't Hooft.

Mars One is a not-for-profit organization whose goal is to establish a human settlement on Mars through the integration of existing, readily available technologies from industry leaders world-wide. Mars One intends to fund this decade-long endeavor by involving the whole world as the audience of an interactive, televised broadcast of every aspect of this mission, from the astronaut selections and their preparations to the arrival on Mars and their lives on the Red Planet.

The search for life on Mars begins on Earth - apply now at mars-one.com

GRAND PRIX, 5 GOLD & 2 YELLOW D&AD PENCILS FOR OUR "MK IS..." CAMPAIGN!!

Fully integrated campaign i developed with my 2 colleagues James Smith & Mark Haefele at 1984. A separate content division within Ogilvy Johannesburg which we founded. The campaign was developed for South African Music television channel MK.

The campaign, titled MK is..., is based on the observation that much like its audience, MK is many different things, but that ultimately it simply is. So instead of defining the channel with a tag line and ad campaign, we turned the traditional approach on its head, choosing instead to let the audience draw its own conclusions about what, and who, MK is.

MK is...was filmed in just 10 days. In keeping with the general theme, the sixty-episode campaign was shot with no script, no schedule, and a single video camera.

The resulting footage is gritty, unrefined and honest, and more often than not, pretty controversial too. It deviates significantly from traditional ad campaigns in that it includes no logo, tag line or link to MK the channel in general (other than the fact that the episodes are screened on MK).

Awards we have won for this campaign till date:
2 x Yellow D&AD Pencils
2 x Bronze One Show Pencils
1 x Pendoring awards GRAND PRIX
4 x Gold Pendoring Awards
1 x Silver Pendoring Award
1 x Gold Loerie Award
1 x Silver Loerie Award
1 x Bronze Loerie Award

All video episodes (60!) shot for this campaign can be viewed via the 3 blogs we created for each of the 3 different characters:

- Blog 1: http://www.mkis.co.za/
- Blog 2: http://www.mkis.co.za/eatsleephavevisions/
- Blog 3: http://www.mkis.co.za/sweetnothings/

Campaign credits:

Client: MK

Creative Director: Frank van Rooijen, Mark Haefele, James Smith, Mariana O'Kelly
Art Director: Frank van Rooijen, Mark Haefele, James Smith

Writer: Frank van Rooijen, Mark Haefele, James Smith

ECD: Fran Luckin

Production Company: Now&Partners

Producer: Daniel Siegler, Julia Thorpe, Lisa Wides

Director: Henrik "Animal Style" Purienne

Editor: Jamie Taylor

OUR "NIGHT DRIVE MOVIE CAMPAIGN" HITS BBC NEWS AND FRONT PAGES OF LEADING NEWS PAPERS

Integrated campaign i developed at 1984 for our clients Indigenous Films and The Film Factory with my 2 colleagues James Yeats Smith and Mark Haefele. This campaign won 2 Gold Loerie Awards (Africa's top advertising festival). Please watch the case study video above.

The brief:

Develop a low cost campaign for the South African horror film, Night Drive to appeal to a 18-25 year old male audience. Communicating the central theme of the film; the gruesome murder of civilians for African witchcraft related rituals, provoke debate and intrigue around the cultural dynamics at work in the film and in the country.

Solution:

Basing our campaign on the film’s theme of ‘Muti Murders’ – A South African term that refers to the gruesome killing of civilians for their body parts, we developed a low cost solution that promoted the film by illuminating a real issue in the country and stimulated national debate around a topic that is ordinarily considered too sensitive to discuss in public.

NEW YORK: MIDAS AWARDS GRAND PRIX + 2 GOLD !!

Absa Capital - The Power of 3 / Integrated campaign.
A unique philosophy was created to relaunch the ABSA Capital brand in South Africa. We named it "The Power of 3." The philosophy features the three intellectual components of investing that ABSA Capital offers to their high end customers. To house this philosophy, 100 limited edition manifestos were developed and dispersed amongst the top 100 business people in country. Termed "The Cubism Manifesto" each edition contained 99 pages of design, typography, illustration and photography that delivered the Power of 3 philosophy to those individuals who could best benefit from ABSA Capital's unique investment knowhow. The end result? ABSA Capital's profits rose 51%.

Awards for this project;
1 x Midas Awards GRAND PRIX
2 x Gold Midas Awards

1 x Silver Loerie Award

Credits
Corporate Name of Client: ABSA
Agency: The Jupiter Drawing Room (South Africa)
Executive Creative Director: Graham Warsop
Creative Director: Jonathan Deeb
Copywriter: Aviv Weil
Art Directors: Frank Van Rooijen/Chantelle Dos Santos
Graphic Designers: Frank Van Rooijen/Chantelle Dos Santos
Typographer: Frank Van Rooijen

Illustrator: Ben Crosman

ARRIVE ALIVE - ANTI DRINK & DRIVE CAMPAIGN

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I developed this campaign for Arrive Alive (South African anti drink and drive organisation) together with my old colleague Chantelle dos Santos while working at The Jupiter Drawing Room in Johannesburg.

Drunk driving contributes to 46% off all deaths and injuries on the South African roads, mainly involving drivers between the ages of 18 and 30. We created a range of decals depicting people in various states of intoxication. Placed in nightclub bathrooms, parking lots and surrounding parking pay station areas, these decals targeted those individuals about to drive drunk, or get into the car of a drunk driver.

The feedback was instant and positive. Research showed the decals hit-home because they weren't lecturing the market. Feeding back the excuses commonly made by drunk drivers was far more powerful.

Press coverage and a radio phone-in initiative were used to enhance the effectiveness of the campaign. We were later interviewed by numerous acclaimed magazines worldwide and even featured on a Japanese TV show!

We were acknowledged a Silver Cannes Lion in 2008 in the Media section and had 3 more Cannes finalists in different categories. At the New York Festival Awards 2008, we were honored with a Bronze World Medal. We were acknowledged for the campaign in 2008 at the Epica Awards (Awards for European's best advertising) with a Bronze and Silver Epica award.

HOTEL DE VILLE INTEGRATED CAMPAIGN

Integrated corporate identity campaign i developed for Hotel De Ville.

Hotel De Ville is a 'boutique' post-production company. They offer a facility that treats each project with the utmost care and dedication, regardless of budget or brand, thus providing their clients with the finest product one can possibly deliver. 

The company's identity is inspired by the magical city of Paris -- home to many of the world's superior craftsmen and spectacular creations. Since the company is in the business of story telling, we decided to create our own story - a combination of fact and fantasy - to embody what it represents. The introduction to the story begins on the letterhead and the journey unfolds on other elements in the identity. 

Awards for the project:

1 x Clio Awards finalist Corporate Identity & Environmental design

1 x Bronze Loerie Award - Corporate Identity design

1 x Bronze Loerie Award - Environmental design

Creative Director: Frank van Rooijen

Designers: Esti Le Roux, Frank van Rooijen

Copywriter: Philippa Heal

BEG BOARDS IN JOHANNESBURG; MY ART ACADEMY GRADUATION PROJECT

Beg Boards in Johannesburg is my Art Academy graduation project which I conceptualized and completed in Johannesburg, South Africa in 2001. I'm responsible for the concept, design, copy and photography of the complete project. When I first came to Joburg, it struck me that there were so many beggars. You can find them on virtually every main intersection. They all have the same "beg boards" that all look the same and even the messages on them are often the same. Most of them have messages or outcries written on them such as "No food, no job, no family. Please help. God Bless".

Because there are so many of those similar looking beg boards, they just don't stand out anymore and people have become immune to them. Its like trying to point out a bike in the Netherlands. My goal with this project was to see if I could make a difference (at least a small one) by using my conceptual and design skills. I wanted to design new Beg Boards for them and hand them out for free. My 3 objectives were: 1. To let them make more money (that's what's most important to them). 2. To have the public start a conversation with them. 3. To make them visible on the streets again.

I started the project by interviewing 35 beggars and while slowly gaining their trust I asked them questions like: What's your name? What's your age?, Where were you born? What languages do you speak? Do you have family? Do you always operate on the same spot? How long do you stand on the intersection every day? How much money do you make in a day? Where do you live? etc. After collecting all the info I got to work and conceptualized and designed new beg boards for 10 of them.

Some were custom made to their specific needs or location, others were more generic. I used humor, nifty copywriting, graphic design, confronting images, quotes and other tools. Anything to attract some attention from the beggar savvy Joburg people. I also asked the beggars if they had specific wishes for their new boards. Interesting things and requests came out such as; they have to be rain proof, light, no sharp cords, colorful, etc.

I handed out their new beg boards and came back after a week and a half to interview them again to find out if the beg boards had actually made a difference. I was pleased to find out that in all cases the beggars had earned more money, started to have conversations with the public and... they were actually noticed again.

Back in the Netherlands I documented the whole project in a visual essay and a newspaper that I wanted to give away for free. I found a willing printer in Mart Spruijt printers in Amsterdam that sponsored the paper and so I was able to hand out the newspapers for free. Many thanks to them!

I completed the entire graduation project while living in Johannesburg for half a year. I graduated with honors from the Art Academy that year. After my graduation I also won the Academy's most prestigious award, the Piet Bakker Award, which gets awarded to the person who's work is most provocative, innovative, ground breaking and self initiating. After winning the award, a flood of press interest came upon me. The project and myself were published in numerous acclaimed National and International newspapers and magazines and i even made appearances in some of the most respected Radio and TV shows. I was also invited to participate in multiple other art exhibitions.