The 20-second commercials are innovative in their use of typographic descriptions of products, rather than traditional imagery. We utilised a palette of black-and-white with a pop of red, which reinforces Woolworths's monochromatic brand identity, while drawing on the colour cues associated with retail clearance sales. Combining bold typography, colour and sound with fast paced movement, creates an energetic, high-impact call to action.
We have been heavily involved in the extensive brand repositioning program undertaken by South Africa's leading retailer, after Vince’s appointment to the role of creative director in 2009. Woolworths hope that Vince's strong design ethic and specialised skills will help raise the standard of design in South Africa, and create positive opportunities for up and coming local designers.
Our studio in Sydney, as well as Woolworth's in-house studio set up personally by Vince in Cape Town, have been working together to roll out and evolve the rebrand across all areas, including advertising and packaging designs for its clothing, home, foods and beauty lines. Woolworths has a presence across Africa and the Middle East, and has more than 400 stores.
We appointed Christian Hogue's specialists motion graphics studio, Lost in Space, to handle the production.