My Role
- Editor
Credits
- Agency — Insel
- Client — Ecobank
The queue isn’t the cost. The cost is the customer who arrives while you’re standing in it, finds a padlock on your door, and takes her money somewhere else. For a trader, an hour spent paying a bill is an hour the shop isn’t open.
The job isn’t to impress anyone with what the technology can manage — it’s to make an unfamiliar act look ordinary. So it stays at arm’s length: at the counter, in the stall, on a phone held between two people, never treating a completed payment as remarkable.
The edit’s problem was material. Three kinds of pictures had to become one film: live action, screen captures of the app, and flat graphic panels of icons and notifications. Cut carelessly, you get a product demo interrupted by a story. Screens follow the faces they belong to; graphics arrive only once the payment has already gone through. Proof first, explanation after. It ran in three versions: English, Twi and Pidgin. A line lands at a different speed in Twi than in English, so each is its own cut rather than one timeline with three voices dropped into it.
The app passed a million downloads. And the next campaign was called Thanks a Milli.