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Leftfield’s light bulb moment

Boutique Cape Town based agency, Leftfield, have raised the bar considerably in the West African commercial space for their Nigerian based client Friesland Campina WAMCO and flagship brand, Peak, a subsidiary of Royal Friesland Campina, one of the world’s largest dairy co-operatives.

In a first for locally made television commercials, the Leftfield team collaborated with the cream of the proverbial crop in their latest campaign for the global dairy giant. Bringing the likes of prosthetics master Rob Carlisle of CFX Productions on board, as well as Commercials Director Sarel Esterhuizen of Wishbones Production Company, the 30-second commercial literally comes to life on screen. The level of attention to detail and world class standard of the costumes, characters and post production effects, takes the brand and the agency to a whole new level in terms of execution and expectation going forward.

“Our aim was to provide moms with the assurance that Peak School Smart provides the best milk nutrition to their children,” Creative Director for Leftfield, Jono Swanepoel said. “Nigeria is a sophisticated, visionary market and one of the most developed economies in Africa; advertising to this audience is naturally becoming more sophisticated. We had to ensure that the end results were extremely convincing, despite the speed of a story, which we had to fit into 30 seconds.”

Using a simple story line, to communicate the nutritional benefits of Peak School Smart the magic of the ad lies in the execution. Shot overnight at the Iziko Museum in Cape Town, the costumes themselves, which include a life-like Statue of Liberty and Isaac Newton, took over three weeks to sculpture and mould. Pre-shoot set-up and make-up, which was incredibly detailed due to the lifelike characterisation of the cast, took two weeks, excluding dry runs and test shots.

“Timing was everything,” says Swanepoel. “We were incredibly lucky to get some of the industry’s best on-board – despite a tight budget and a short time-frame to get everything off the ground and onto screen. They treated the campaign as they would any international standard project; the results speak for themselves.”


Distributed by Be-cause Integrated Communications:

Beverley Houston

021 462 1723 / 082 824 8617

On behalf of Leftfield Agency:

Jason Cumming: MD

Jono Swanepoel: Creative Director


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