Reaching for new dreams

Reach For A Dream launches its new ad campaign this week to support fundraising efforts with a TV ad that tells the stories of dreams that have been fulfilled for children with life-threatening illnesses. TBWA\Hunt\Lascaris executive creative director Theo Ferreira, who created the television advert and poster campaign for pro-bono client Reach For A Dream, says: "I believe that the impact of this campaign will be in its truth. Real children, with real dreams is what Reach For A Dream is all about. Finding a creative concept that would make good use of this powerful material was the key."

The main character of the television commercial is Khutso Magope, a young boxing fan and cancer survivor. He narrates the story of his idol, Muhammed Ali, and the fighter's legendary battle against George Foreman in Zaire in 1974.

The imagery accompanying the narrative is original footage of key moments of the fight in which Ali reclaimed his title as heavyweight champion. It was donated by Ali from his personal archives for use in the campaign when he heard about Reach For A Dream and Khutso. This footage is supported by crowd scenes, filmed in Cape Town, that are spliced with the footage to place Khutso at the actual fight. The scenes were filmed by Kim Geldenhuys of Egg Films.

The print campaign consists of a series of posters, each portraying a child and the story of their personal dream.