a sense of by gyvwpsjkko


									diners club

                            a sense of
          belOnging    Behind the scenes of Diners Club
                   International’s new advertising campaign

It’s NOt AbOut stAtus, bANk bAlANcEs          that pays tribute to the essence of the
or obvious, flashy wealth. It’s about         club and its members.
experience, learning and exploration.            ‘We wanted to capture that special
It’s about belonging.                         characteristic that unites our members.
   This is the new message from the           They are citizens of the world who never
Diners Club advertising campaign as it        lose their hunger for life,’ said John
sweeps you up into an evocative world         Claxton, Draftfcb executive VP/group
of exciting and incredibly beautiful          creative director and creator of the
countries, people and music.                  television advertisement
   ‘We wanted to show the world that             ‘They don’t view their success as having
Diners Club is much more than just            arrived,’ added Kurt Fries, Draftfcb senior
a card to make payments,’ said Janice         VP/creative director and co-creator. ‘That
Alfini, senior vice president of Diners       suggests an end point. Instead, Diners
Club International’s Global Brand and         Club members are always exploring,
Marketing. ‘It is a club that empowers        always expanding, “always arriving”.’             symbolises the universal embrace of all     that I wanted to express. And I loved it,         shoot anything, anywhere that inspired us.    commercial, and then worked it down
those who appreciate the deeper meaning          From inception to completion, the              those who belong.’ [See this on page 34.]   so I wrote the script to it.’                     It was tiring and a ton of work, but it was   into the 30- and 15-second cuts. After
of wealth to enrich lives through access to   commercial was a year-long labour of                 This metaphoric cocoon proved               The song, ‘God Yu Tekem Laef Blong             so energising. I woke up every day psyched    a couple more weeks of minor tweaks
superior services and exclusive privileges.   love. The team began by developing the            inspirational for the television ad as      Mi’, from the soundtrack of The Thin              to go do it again.’                           and revisions, the ads were finalised
It’s for people who value money for what      strategic platform from which the ‘belong’        a whole.                                    Red Line, was written by composer Hans               The shoot resulted in 30 hours of          into the global versions running today.
it helps them do, rather than for what        concept ultimately sprang.                           ‘The script was written to get us to     Zimmer and performed by a children’s              video footage (far more than the few             But the project was not yet complete.
it helps them buy.’                              ‘The wireframe globe graphic that you          that moment of connection,’ explained       choir. Claxton described it as ‘a celebra-        hours collected on an average project),       With the global spots in hand, four
   The ‘belong’ campaign, developed           see at the end of the spot was one of the         Claxton. ‘I wrote it over one weekend in    tion of life’ and it remains the musical          more than 70% of which took the form          unique versions of each were created to
by Draftfcb, launched with its feature        first creative elements to come to life,’ said    my writing cabin in the woods. I don’t      score of the final advert.                        of captured, real-life moments.               bring tailored appeal to different markets.
television advertisement, Map of the          Fries. ‘It works on two levels: inspired by the   have many distractions there. No tele-         The ad’s imagery, shot over a month in            ‘We had rough ideas of scenarios              ‘We wanted to adapt each one for
Land. The ad is a montage of life             globe, it represents the worldwide nature of      vision. No radio. So I found a song on      five different cities, worked to encompass        that we wanted to film. But because our       cultural relevance,’ Fries explained. ‘But
experiences, both grand and intimate,         the Diners Club community, and it also            my laptop that fitted the mood and tone     that appetite for life. From Prague to            director, Jeff Darling, really understood     it was important to us to still maintain
                                                                                                                                            Tokyo to Copenhagen to Morocco and,               what the brand was about and had a            that global aspect, because that is what
                                                                 ON PAPER                                                                   finally, to Rio de Janeiro, the crew travelled,   clear point of view, we were able to act      Diners Club is all about. It is in the DNA
     The print campaign that accompanies the television ad was shot by Andy Anderson over three weeks in three cities: Prague,              taking 20 flights over 28 days, to capture        spontaneously and capture real people         of both the club and its members, and we
   Singapore and Rio. Kurt Fries selected the cities because they were large and sophisticated, yet welcoming and warm. Fries sent          the energy of each culture.                       in their real-life moments,’ said Claxton.    wanted to honour that internationalism.’
                                                                                                                                               According to Draftfcb VP/senior                ‘And I think that honesty, which cannot          As Janice Alfini said, ‘Wherever they
     Anderson to do the shoot because ‘while we could have done it with stock imagery, it would have gone against what we were
                                                                                                                                            producer Greg Lederer, ‘It was the most           be replicated, comes across.’                 go, wherever they see our new advertising
   trying to create, which is something unique to Diners Club.’ What was important to Fries was that Anderson help define a look
                                                                                                                                            unique shoot I have ever been on. We had             Upon their return home, the crew           campaign, our card members will
       for the brand that was relevant but not trendy. ‘Andy has the heart and soul of an artist and that is what makes his work
                                                                                                                                            a core team of eight people, and we each          spent nearly two and a half weeks in          know we believe they truly belong
                timeless,’ says Fries. ‘I can look at his photos and I’m not overwhelmed with technique, but by the story.’
                                                                                                                                            carried our own cameras so we could               editing to compile the first 60-second        to Diners Club.’

page 106 www.dinersclub.co.za

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