Gumtree Gives South Africans the Kim and Kanye Experience
鈥楾he Life鈥, a concept created for Gumtree South Africa by Ogilvy Cape Town and directed by Egg Film鈥檚 newest recruit Robin Adams, takes a harmless jab at the current generation鈥檚 Insta-FOMO and offers Gumtree as a wallet-friendly solution.
It鈥檚 getting harder and harder to be happy with what you鈥檝e got when your timeline is filled with celebs and influencers living their best lives. But what if you could live that life too? Or at the very least a life that (vaguely) resembles The Life. This tongue-in-cheek campaign conceptualised by the stellar team of Taryn Scher, Melissa Attree, Robyn Phillips, Daniel Fisher and Paul Fulton suggests that it鈥檚 not only possible, but it鈥檚 actually super easy.
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Bringing his strong visual style to the campaign, it was a chance for Adams to show off his comedic sensibility. Attention to detail, fun casting choices and Apatow-worthy timing shine through in these fun spots 鈥 鈥楥yril鈥 and 鈥楰im & Kanye鈥.
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鈥淩obin's attention to detail really comes through in these spots. Not just with the gorgeous cinematography and art direction, but even how the voice-over landed the quirky humour and concept. He is obsessive in the best way possible,鈥 said Ogilvy鈥檚 Creative Director, Scher.
