The Cinemark Young Lions competition requires creatives under the age of 28 to answer a brief within 48 hours from initial receipt. The 2015 brief called for a commercial no longer than 30 seconds that inspired Africans to say no to Xenophobia. The advert needed to be developed for flighting in cinemas and the winning advert is to be shown at Ster-Kinekor theatres nationwide from May.

“It was really important that the insight and idea was not only strong enough to cut through the clutter of other anti-xenophobia PSAs at the time, but also strong enough to be communicated through an execution that would be determined by limited resources in a limited timeframe. Luckily those factors didn’t hinder our execution and we managed to get it together within the deadline,” says Sindhi.

Net#work BBDO executive creative director Brad Reilly says, “Unfortunately for Saf’s usual partner, she is an old woman – brilliant, but old - and she couldn’t enter the competition. So Saf did something that we try to do often at Net#work BBDO – work with exciting new talents that sit outside of the traditional agency structure, talents like Hanro. The results quite obviously speak for themselves – brilliant work, brilliant process.”

Sindhi and partner Heidi Kasselman have over the past few years been awarded at D&AD, Cannes and the Loerie Awards, as well as picking up the prestigious Loerie Grand Prix along the way.

He attributes the wins partly to the environment in which the team works. “Working at this agency has given us the opportunity to be around a group of people that we learn from daily, helping us to be better at what we do.”

Click here to view Sindhi’s winning entry.

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