Liqui-Fruit Film SMILE by Bester Burke Slingers

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Industry Charities, Foundations, Volunteers
Media Film
Market South Africa
Agency Bester Burke Slingers
Director Simon Barnes
Executive Creative Director Stephen Burke
Creative Director Wallace Seggie
Art Director Tim Mccoll-Jones
Copywriter Ruan Aj Coetzee
Account Supervisor Nadia Railoun
Production Black Ginger
Released October 2011

Credits & Description

Category: Fundraising & appeals
Advertiser: LIQUI-FRUIT
Product/Service: LIQUI-FRUIT ICAN
Production Company: BLACK GINGER, Cape Town, SOUTH AFRICA
Executive Creative Director: Stephen Burke
Creative Director: Wallace Seggie
Copywriter: Ruan Aj Coetzee
Art Director: Tim Jones
Agency Producer: Ali Coetzee
Account Supervisor: Nadia Railoun
Director: Simon Barnes
Sound Design/Arrangement: We Love Jam
Cameraman: Simon Barnes
Account Manager: Nadia Railoun
Account Manager: Nadia Railoun
Other Credits: Graham Merril (Sound Editing And Design)/Clayton Coetzee (Mvo)

English Description
The commercial starts with an unusual view of the top of a can on a crisp white background. This visual is narrated with a fact about children born with cleft lips or cleft palates.
A hand enters the frame and begins to open the can. The narrator informs the viewer that for every one of the Liqui-Fruit iCans purchased, the viewer/consumer is donating towards the Miles for Smiles foundation, and helping to give these children their smile back. The hand exits the frame. The opened can is revealed to look like a smiling face. The camera tracks down to reveal the product and payoff line : ‘Liqui-Fruit iCan. Make a difference.’

Voice Over (Runs throughout commercial) : "For every Liqui-Fruit iCan sold, R1 will be donated towards the Miles for Smiles Foundation, and helping to make a difference in the lives of children born with cleft lips or cleft palates".