The 200 Year Old
The 200 Year Old is a scripted audio docudrama set in 2218 telling the story of a woman born in 2018 becoming the first human being to reach 200 years of age.
CONTEXT
Sanlam is a South African Life Insurance Company. We were tasked to communicate Sanlam’s thought leadership about the challenges and opportunities we face as a society in the future. But how do you plan for the future when it is hindered by our inability to imagine how radically the world will change?
IDEA
Scientists predict that the first child to live to 200 has already been born. The 200 Year Old is a scripted audio docudrama set in 2218 telling the story of a woman born in 2018 becoming the first human being to reach 200 years of age. We used scientific opinion and predictions to create the world of the future and get people thinking about how they may deal with it.
We identified the biggest issues that will affect future generations economically and built a storyline using credible expertise. The in-depth research enabled us to build an accurate world that the 200 Year Old will experience. By using techniques from the entertainment world, rather than traditional advertising methods, we were able to create a deep level of engagement with thousands of listeners around the world.
APPROACH
The No. 1 podcast on iTunes in South Africa is from an insurance brand.
Year: 2018 / Client: Sanlam Life Insurance
Agency: King James Group, South Africa
CCO: Alistair King / ECD: Danni Pinch / Agency Creative Director: Paige Nick, Cameron Watson
Art Director: Melissa Raath / Copywriter: Erik Salamon, Paige Nick, Danni Pinch / Strategist: Megan Clausen
Social Media Copywriter: Emma Drummond, Tamsin Robyn Green, Kirsti Rivett
Account Management: Yonela Bungane, Rosalie Frost, Sean Hanekom
Agency Producer: Samantha Wentzel
Audio & Music Composition: The Workroom Studios, Pressure Cooker / Sound Designer: Michael Botha