Old Mutual Nature of Wisdom
Old Mutual Assurance Company in South Africa is running “Nature of Wisdom”, an advertising campaign trading on the company’s 165 years in the insurance business. Sometimes we just have to pause, take a good, long, hard look at ourselves and acknowledge the wisdoms we have learnt along the way. Whether we find wisdom or it’s given; shared or quietly passed on from one hand to the next it is what we do with it that counts. This film covers a range of scenes across time and geographies, each one representing a moment in which those willing to learn from experience can gain wisdom. Wisdom is symbolized in each scene by a scrap of paper, the contents of which are never revealed and may be inferred by the audience according to their own unique experiences. The ad won a Craft Gold at the Loerie Awards in South Africa.
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The Nature of Wisdom ad was developed at Draft FCB Johannesburg by chief creative officer Brett Morris, executive creative director/art director/copywriter James Cloete, creative director/art director/copywriter Gareth Paul, art director/stylist Naobi Noisette, deputy creative director Tian van Heever, agency producer Sonja Reichwein, working with Old Mutual marketing manager Thembeka Ngugi.