It’s a little unnerving to hand over the responsibility of creating KFC Add Hope’s first TV commercial to a group of children. But this is exactly what we did.

​

Add Hope is a KFC initiative that provides healthy meals to over 100,000 South African children every day – which is so important in a country where 3.2 million kids go to bed on an empty tummy. Our brief was to highlight the difference a meal makes to a child’s development and to tell this story through the eyes of a child. To do this we turned to children who are supported by the Add Hope feeding programme and used their actual drawings to bring our message to life.

​

Why drawings? A child’s drawings can tell us a lot about their level of development, how they feel and how they see the world around them. A malnourished child will draw very differently to a happy, healthy child. Over 1000 real drawings were used and helped us to define our narrative, characters and landscapes. Absolutely every visual element was created by the children. Through intensive animation, set design and craft processes these unique images were then brought to life to deliver a powerful and moving story of hope.