Net#work BBDO gives UNISA the power of a well-told story

The story of a young person defying the odds to succeed is not a new story. But every now and then, it is given a surge of new power through its retelling.

South African agency, Net#work BBDO’s, retelling called Define Tomorrow, for Africa’s largest distance learning institution, UNISA, is a standout example of that.

The film tells the story of the tenacity of a young father very simply in two minutes (extended cut). The young man struggles to study while working alternate shifts with his own father as a taxi driver, eventually passing his exams and graduating.

Net#work BBDO executive creative director, Brad Reilly, commented, “Many UNISA students have dual lives to support themselves and the people around them. It’s a tough and highly admirable situation driven mainly by the need to make the most of themselves and ultimately, define their tomorrow.”

“Our goal through the creative process was to amplify the significant value of a UNISA degree. All students undertake their own version of hardship to achieve a degree and the university has developed a unique breed of doers, thinkers and pioneers in the process.

Authenticity was an important goal for the film, so it was shot with as little treatment as possible. Filming was done primarily at night in the streets of Johannesburg, using the light that was available. Artificial lighting was kept to the barest minimum. “We didn’t want to overcomplicate things stylistically and kept the grade close to what we saw in the camera,” Reilly added.

The soundtrack was created in collaboration with Audio Militia and – once again for authenticity – the track was recorded using actual instruments to help the audience to really understand what the character is going through.”