Communication challenge: As an NGO, its challenge is raising funds. We needed to strike a chord with the individual donors through great storytelling with the brand TVC in order to motivate them to donate.

Approach: We didn’t want to make the film a sad reflection on the kid’s situation, but a happy, buoyant celebration of his curiosity.
The kid’s inquisitiveness became the hero of the campaign. His inquisitiveness travels a full journey. It is ignored, made fun of and even discouraged, but never truly fades away