Be Seen: Momentum Illuminates Communities

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Be Seen on the Safe Side Lights Up Momentum Short-Term Insurance

Fusing Momentum’s commitment to financial and physical wellness, the Be Seen On The Safe Side Campaign shone a light on safety from every angle. A catchy music video, sexy fashion range and countrywide roadshow formed the dominant synergies of this integrated trade, internal and consumer campaign.

Once Upon A Time

We were challenged to align Momentum’s financial wellness positioning with their social awareness drive to empower and encourage all South Africans to become aware of and contribute to safety where they work shop, live and play.

Brand Story

Be Seen on the Safe Side is an integrated marketing and PR campaign on multiple platforms led by the Be Seen music video featuring ‘The Light Bringer,’ a community superhero who emerges from the unsafe shadows to illuminate everyone he sees.

Synergy Tale

The music video débuted on social media to coincide with Fashion Week, where Craig Jacobs launched his Be Seen clothing range. The campaign was introduced out to staff and brokers at 14 live multimedia events countrywide.

Happily Ever After

Over 4.4 million impressions on social media during the launch period. First time an insurance company is partnering with fashion. Roadshows have inspired internal staff and brokers to be on board for the nomination and rollout phase.


Synergies: Creatrix, Ogilvy PR, Directors of Illusion, Howard Audio, ChilliEngine

  • Scriptwriting & Creative Direction: Creatrix
  • Music Video Concept & Production: Creatrix & Directors of Illusion
  • Event Management Roadshow: chilliengine
  • Campaighn Anthem: Lynn Joffe & Adam Howard
  • Musical Direction & Production: Howard Audio
  • Corporate and Roadshow AV’s: Ministry of Illusion

Be Seen Music Video Shines a Light On Safety

This catchy music video, featuring Brandon October as The Lightbringer, was created to communicate the metaphors of safety light to all South Africans

On shoot in the rain for Momentum's 'Be Seen' Video in downtown Johannesburg

On shoot in the rain for Momentum’s ‘Be Seen’ Video in downtown Johannesburg

View the Be Seen Music Video, featuring Brandon October as “The Light Bringer”.

View Momentum’s corporate adaptation of the Be Seen Music Video here.

Marius Lock from Momentum Short-term Insurance with designer Craig Jacobs to the left.

Marius Lock from Momentum Short-term Insurance with designer Craig Jacobs to the left.

Be Seen Campaign Meets Fashion Week

Models take to the ramp at SA Fashion Week wearing Craig Jacobs’s Be Seen range of leisure wear designed exclusively for Momentum Short-term Insurance.
The Be Seen On The Safe Side campaign was exposed to brokers and staff around the country in a series of roadshow events featuring new product offerings, the music video and fashion elements.

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