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54-68 Lions 06 South Africa Featurez:25•01 front 24/06/09 17:12 Page54
54 FOCUS ON SOUTH AFRICA
One Step
Beyond’s
campaign for
Bertolli olive-oil
spread
F
acing
S
outh
IF THE FIFA WORLD CUP HAS FOCUSED THE
WORLD’S ATTENTION ON SOUTH AFRICA, IT HAS
ALSO FOCUSED SOUTH AFRICA’S ATTENTION ON
ATTRACTING THE WORLD TO ITS FABULOUS
NATURAL LOCATIONS, ITS PHOTOGENIC CITIES
AND ITS FILM-FRIENDLY INDIGENOUS TALENT –
BOTH HUMAN AND ANIMAL. MARLENE
EDMUNDS REPORTS
IN THE run-up to the FIFA creative officer for Y&R South Pixels was also at press time It is also the location of FIFA
World Cup 2010, South Africa Africa. He adds: “We have been busy with quirky animated 2010’s international broad-
is pulling out the stops to po- getting a lot of work for the spots for Coca-Cola’s spon- cast centre. GFC has already
sition itself as the ‘go to’ des- last six months, perhaps even sorship of the FIFA Confed- issued 2010 media and crew-
tination for creativity, service longer, as have the other agen- erations Cup, which takes place filming guidelines, developed
and locations. cies.” in South Africa this month. an online locations database,
“Everyone is working to en- Feelgoodfilms director Je- That event has been seen as a devised a standardised per-
sure that the world sees South remy Goodall had, at press test bed for South Africa’s state mit-application procedure,
Africa as a must-visit destina- time, been involved in sev- of readiness for next year’s FIFA and refined and updated its
tion long after the final World eral advertisements tied to foot- World Cup. database facilities, services
Cup whistle blows,” says Gra- ball, including one for the cell- Certainly, South Africa’s film and businesses in preparation
ham Warsop, founder and phone company Zain for ZK commissions have put the FIFA for the anticipated upsurge
group chairman of South Advertising JHB and another World Cup on the front burner in interest.
Africa’s The Jupiter Drawing for TTNET, a Turkish cell- — and for good reason: thou- The KwaZulu Natal and
Room (TJDR), the country’s phone outfit, for agency sands of journalists, broad- Durban Film Office, as well
largest independent agency. TBWA/Istanbul. “Obviously, casters, tourists and soccer as the Cape Film Commis-
“It’s a very exciting time. soccer is a big thing in Africa, fans are expected to descend sion (CFC), are getting in on
The success of the Indian Pre- so Zain wanted to link it to on the country for the event. the act as well. “The FIFA
mier League, which moved the idea that you can grow your Terry Tselane, CEO of Gaut- World Cup will be one of those
to South Africa at very short life using their cell-phone prod- eng Film Commission (GFC), catalytic events from which
notice and was looked after uct,” Goodall says. He explains is forecasting “major interest the entire South African na-
in our country, shows the world that, in the ad, a little boy is in Gauteng’s iconic locations”. tion will benefit,” says Lau-
that we are not only ready for spotted as a football talent: Gauteng may occupy only rence Mitchell, CEO of CFC.
the World Cup, but that it’s “As he goes through his life, about 2% of South Africa’s “We are taking every oppor-
going to be an event to be re- Zain as a brand goes with him.” landmass, but it is host province tunity in terms of production,
membered.” That’s the word The cutting-edge anima- to three of the stadiums where post and creativity.”
from Mick Blore, group chief tion/film/post shop Wicked the matches are being played. In May, CFC launched its
THURSDAY 25
th
JUNE 2008
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