South African agribusiness, GWK, scored a win for South African farmers with its TV and online advert that highlights the important role that farmers play in society, scooping a Gold award at the 2016 Loerie Awards for animation craft. The annual awards recognise advertising excellence across Africa and the Middle East.
GWK commissioned MullenLowe SA to script and develop the stop frame animation story called ‘This man is building a rocket’, which highlights the contribution farmers make in helping others achieve their goals.
The advert likens farming to ‘building a rocket’, telling the story of Frank, his son Frikkie, and his dog Flip. The team designed a miniature set depicting a farm scene, using hundreds of elements made by hand, filmed using stop motion photography.
“Farmers are the backbone of the food supply chain and are responsible for feeding the people who achieve great things for the world,” says Neil de Klerk, GWK executive manager of corporate marketing. “It’s a simple but powerful notion, and we will continue to illustrate and tell the beautiful story of agriculture and the people in agriculture.”
“We are tremendously proud of this achievement because it goes a long way towards helping us reiterate who the real heroes are – our farmers,” says de Klerk. “More than anything, this is a win for farmers and the South African agriculture sector, bringing attention to the fundamental and extraordinary role that farmers play.”