Become a budget bougie millionaire with Standard Bank
New spot directed by Jabu Newman and produced by Romance Films.
With a 67% unemployment rate,South African youth are stuck between big dreams and limited opportunities.
However, they’re a generation brimming with attitude and ambition. Standard Bank wanted to acknowledge this in their latest campaign 10% Millionaires and inspire young South Africans to make a start in turning their millionaire dreams into reality by owning what comes first, the self-belief, the hustle and the sacrifices, and encourage them to push to the first R100k (or 10% of R1m) as an aspirational, but achievable goal.
The film, directed by Jabu Newman and produced by Romance Films in collaboration with M&C Saatchi Abel, shows a series of short scenes depicting millionaire moments contrasted with ‘budget bougie’ reality e.g., walking gracefully down a red carpet in a store’s dressing room, having a spa day at home, or posing in front of a luxury car at a dealership - all captured in the loose, fun and high-octane style of TikTok videos for audience relevance and resonance.
Credits
powered by- Agency M&C Saatchi Abel/Johannesburg
- Production Company Romance Films
- Director Jabu Nadia Newman
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Credits
powered by- Agency M&C Saatchi Abel/Johannesburg
- Production Company Romance Films
- Director Jabu Nadia Newman
- Editing Me & My Friends
- Post Production/VFX Wicked Pixels
- Sound Sonovision
- Executive Producer Helena Woodfine
- DP Jason Prins
- Art Director Keenan McAdam
- Editor Anthony Lee Martin
- VFX Carl Jeppe
- Sound Engineer Paul Geddes
- Copywriter Nox Setati
- Digital Art Director Muguette Crozier
- Digital Copywriter Sonya Oelschig
- Digital Creative Director Lee Goodall
- Executive Creative Director Mohlalefi Lentsoane
![](https://d17mj1ha1c2g57.cloudfront.net/v1/j6J9BkrGNM41SSuZFI29jrZxqtA/1024x576%23/80/shotsmag/production/clips/1654609818/02f9eb96-d113-426c-bfbb-ef6e9bea5b61.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Agency M&C Saatchi Abel/Johannesburg
- Production Company Romance Films
- Director Jabu Nadia Newman
- Editing Me & My Friends
- Post Production/VFX Wicked Pixels
- Sound Sonovision
- Executive Producer Helena Woodfine
- DP Jason Prins
- Art Director Keenan McAdam
- Editor Anthony Lee Martin
- VFX Carl Jeppe
- Sound Engineer Paul Geddes
- Copywriter Nox Setati
- Digital Art Director Muguette Crozier
- Digital Copywriter Sonya Oelschig
- Digital Creative Director Lee Goodall
- Executive Creative Director Mohlalefi Lentsoane
“I love this campaign because it resonates with my belief in this generation. I know what it’s like to take a leap of faith and follow your dreams.” said Jabu Newman, Director.
As a young director shooting with a young crew and a young cast, Newman understands the world of Gen-Zs and how to bring it to life. Real world mundanity rubs up against glamorous settings with the quick cuts and slick, effortless editing epitomised by TikTok, while a diverse cast acts out their dreams to a fresh and vibrant soundtrack with playful, tongue-in-cheek confidence and unapologetic flex.
Despite its light touch, the film has a serious purpose: the growth of South Africa is linked to the growth and financial inclusivity of its young people, and with the #10pM campaign, Standard Bank and Romance Films hopes to empower young South Africans to make their dreams achievable and attainable.