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The ABF is a 41 year old charitable fund and has become the vital

crisis support structure behind the advertising, marketing & media

industries in this country. It takes care of professional people who 

have served the industry and have unfortunately fell on hard times. 

Many fund raising events are supported in a constant effort to raise

funds for this amazing cause.


Our client Lowe Group Johannesburg, contacted us and asked if we would like to be involved with John Hunt (founder of TBWA) to create awareness for a Loerie campaign for the ABF. 

Our concern for the industry and our friends that work in it made our positive decision obvious & our involvement would become essential in the creation of this campaign. 


Working with John Hunt was an absolute honour. A legend in the advertising industry, he assumed the role of Worldwide Creative Director in April 2003. In 1993 John was intimately involved in the promotion of Nelson Mandela's ANC election campaign. 


After many pre-prod meetings with Lowe Group Johannesburg and extensive location scouting done by Knight Studios we finally settled on a date and a location. 

Gavin Dexter, the creative director for Lowe Group, steered the direction of the visual while Michael Knight contributed to Gavin's final vision. 


Michael then directed, shot and retouched the campaign. The response from Lowe Group was amazing and we look forward to the industry being exposed to this visual. 


We are so pleased to have contributed to this brilliant concept and we certainly hope that it will bring a positive result to all those beneficiaries of the ABF. 





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