Says Masters & Savant Co-Founder, Roger Smythe, "The tragic events of 16 June 1976 should never be forgotten, and South Africans have a duty to remember why our lives are all good now. The responsibility rests with South Africa's broadcasters to ensure that their audience is reminded of those that died and what they died for."
Good Hope advertising agency BBDO Cape Town creative director, Ivan Johnson stated, "The television spot required that viewers engaged with the message being delivered, that we should all 'remember why its all good'. The creative concept had to use high visual and audio content to drive awareness and demand a response."
The television spot depicted an animated South African youth wrapping with lyrics representing the difference in the community as it was during the struggle and how is it now. Various frames are depicted in black and white for the youth standpoint scenes against the struggle in the past, and a transition into colour occurs as the frame transforms into the lively and free scenes that youths now live in.
The lyrics, performed by BBDO Cape Town creative, Marcelle Witbooi, includes, "My taal was gebruik as a tool of oppression, now I use it as a tool to bring you a lesson. I won't forget the price they were willing to pay, when they took to the street to be free some day. So many young warriors were taken in their prime, but their spirit lives on in time with mine."
Controversial frames include a black and white still fame of a freedom march, which changes into a moving colour image of the black and white characters coming to life and dancing. Another image depicts moving bullets onto a frame of a youth bent backwards, apparently being shot, while as the frame turn to colour the youth uses the bent position in a dancing move.
Says Masters & Savant Creative Director, Roger Smythe, "BBDO Cape Town supplied a script with a narrative that inspired us to develop a highly visually impacting treatment and developed the transitions between shots that would really get the audiences attention.
"The end result was a highly emotional television spot that engaged with the audience, reminding them of the times when youth's lives were spent fighting, and how their lives have become better since freedom."