The King James Group was at hospitals around the country to record the first baby to be born in the morning – Baby Hlophe, who was born at Addington Hospital at 00:25.
Cameron Watson, creative director at the King James Group, says, "Born Today
is a reminder of what we owe to the next generation. Besides the technicalities that stood as large production hurdles to this project, the purity of this film's focus is what makes it compelling."
"The children born on Friday, 8 June will be the sports heroes, scientists, teachers, politicians, artists, literary geniuses, humanitarians, and eventually, mothers and fathers of the generations to come," Watson adds.
Watson says, "Each new child is a new responsibility for those of us that are here already. To be able to show that in such a visible, tangible and immediate way creates a connection that is far more real than any fully polished and perfected piece of communication."
More than 2 000 babies are born in South Africa daily. Mariska Oosthuizen, Sanlam Group head of brand, says it’s exciting to think what this means.
"Think of the potential every child holds for South Africa. Each one of those children has the power to change our country – and the world. By investing in them today, we can give them the best possible chance at a prosperous tomorrow," says Oosthuizen.
"All the decisions we make – good and bad – have ramifications for generations to come. That’s what Born Today
highlights: the precious potential of every child and our role to nurture this," Oosthuizen adds.
Watson says that shooting, producing and airing a film in the space of a day was a labour of love.
Tanaka, the young girl used in Sanlam’s previous 'Built to Last' campaign, also features in this one. Watson says the team wanted the continuity of having her in both.
"She has a powerful presence and represents the voice of the next generation. There’s something very strong about having a child welcome new babies to the world. There’s a lot of hope and optimism at that moment," Watson concludes.
For more information, visit www.sanlam.co.za