This PSA forms part of the ‘Keep Flying’ non-profit campaign launched by DraftFCB South Africa. Studies have shown that all previous host nations of the soccer World Cup have gone through a post cup depression. Keep Flying encourages South Africans to continue celebrating themselves and to keep up the momentum gained from positivism during the 2010 World Cup. Prior World Cup time the country was rife with poitical turmoil and threats of xenophobia – the World Cup united us.
AirFilms wanted to shoot a PSA with a sense of realism and truthfulness. Meet Alfred Tshibalanganda, 83, from Soweto who has been collecting laundry and dropping it off at his local laundromat for the past 50+ years with this same old bicycle. Still in good health, Alfred says: ‘My bicycle is my doctor’.
Everything was filmed in natural light. A real man, his real bicycle and in his own wardrobe bar the hat and shoes that we provided. We chose to film at locations that carried the tensions of our Nation’s past, present and future. Constitution Hill and the Nelson Mandela Bridge were perfect.
Thanks to everyone who helped make this possible.