This spot follows Lindiwe Zondo’s journey from early school days to graduation. By working harder and smarter than others–despite a lack of facilities, resources, and having to make personal sacrifices–Zondo attained great success. The Investec Promaths program assisted her not only in excelling in science and math but also led to her earning a degree in engineering.
Keith Rose of Velocity Films directed for Y&R, Johannesburg and Cape Town, South Africa.
CreditsClient Investec Bank Agency Y&R Johannesburg and Cape Town Graham Lang, chief creative officer; Patrick Robinson, creative director/copywriter; Ross Makepeace, creative director/art director; Sonja Reichwein, producer. Production Velocity Films Keith Rose, director; Shannon Gloyne, producer; Helena Woodfine, exec producer; Eugenio Galli, DP; Di Sole, production art director. Editorial Left Post Productions Saki Berg, editor. VFX The Ludus Charmaine Greyling & Searle Street Post Production Graeme Armstrong Music Mad Planet Limited Daniel Berridge Audio Freqncy South Africa Dave Harris. Postproduction The Ludus and Searl Street Post Production, online.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More