I’m exceedingly proud to have conceptualised and written this campaign, including three TV ads, for Business Day in 2013.

Together with my partner at OwenKessel (now Leo Burnett), Beth Hughes (now Dessington), my ECD Don Bryan, Account Exec Kate Jager (now Hawkins), CD Mike Cook and the champs at Velocity Films, we made some work that I believe is courageous, honest and that came at a time when South Africa needed it (and still does, at time of writing).

Note: this youngster is a real learner, at his real school. All the “characters” in all three ads are really “in” the situations we portray. None are professional actors.

It’s an especially dear campaign to me. It began as a piece of proactive work I did for Business Day in 2012, which led to our being asked to pitch for the account, and then starting on this campaign. It took more than a year of intense work to get these made. It was also my first full-scale TVC work, and I’m very happy with the outcome.

Together, the three TVCs accrued more than 250 000 Youtube views in the first few months. Those are very big numbers for South African content. Especially in 2013. The campaign also went on to win a Silver Loerie in 2014, was shortlisted at Cannes, and won an Orchid Award. 

The TVCs also ran alongside a print and online campaign reflecting the TV work…