The ad depicts the company's involvement in the Jag Foundation's ProNutro Jag-Runners programme, featuring Elana Meyer running with the youngsters and other life situations - at school, at play, eating breakfast and planting trees with a cheerful, lively atmosphere.
The animatedly illustrated titles, created by award-winning illustration and design studio Am I Collective, are intended to complement and enhance the visuals and evoke emotion with viewers. The featured song is Beautiful by South African group The Parlotones and Murray Mackintosh from Delicious Films directed the commercial.
“The commercial was filmed in black and white, editorial style, to reflect the ‘realness' of the action. It is honest and down to earth. The kids are not actors, they're actual learners just doing what comes naturally,” says Duncan Wares, creative director of Herdbuoys éKapa. “We captured real moments, recognisable to people of all walks of life.”
