#Campaigns: Sanlam’s Born Today (filmed in a day)
On June 8 2018, Sanlam turned 100 years old. To celebrate, agency King James Group shot “Born Today”, an ad filmed, finished and flighted on the same day — in the space of just 12 hours.
The film features the first moments of some of babies born on 8 June 2018. To capture this, King James Group was at hospitals around the country to record the first baby to be born that morning (baby Hlophe at Addington Hospital in Durban) at 12:25am and some of the little ones that followed.
“Besides the technicalities that stood as large production hurdles to this project, the purity of this film’s focus is what makes it compelling,” says Cameron Watson, King James Group creative director. “The children born on 8 June 2018 will be the sports heroes, scientists, teachers, politicians, artists, literary geniuses, humanitarians, and eventually, mothers and fathers of the generations to come. Each new child is a new responsibility for those of us that are here already. To be able to show that in such a visible, tangible and immediate way creates a connection that is far more real than any fully polished and perfected piece of communication.”
Tanaka, the young girl used in Sanlam’s previous Built to Last campaign, also features in this one. Watson says the team wanted the continuity of having her in both. “She has a powerful presence and represents the voice of the next generation. There’s something very strong about having a child welcome new babies to the world. There’s a lot of hope and optimism in that moment.”
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