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.
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