To mark its 100th anniversary, Sanlam’s latest advertising campaign looks ahead at the opportunities and challenges the human race will face as people live longer. It takes the form of a through-the-line campaign featuring a four-part podcast series titled The 200 Year Old. Dan Pinch, executive creative director at the King James Group, says: “We thought it would be a great idea to dramatise the impact of this, and toyed with a documentary format, but eventually decided that creating a future world on film would be too costly.” Podcasting, on the other hand, offered a medium that would allow the brand’s story to come to life and enable the audience to fill in the visual gaps with their imaginations. “SA has proven its excellence in radio advertising time and again, and podcasting provides us with the opportunity to make our mark here too,” says Pinch. The 200 Year Old series is described by Pinch as “a movie you can listen to”. It presents the story of the first person to live for 2...
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