Spur Steak Ranches, Ninety9cents (99c) and 7Films have collaborated to produce a heartwarming new video, which tells the real-life story of Inam Lamani, a Spur Flag Bearer competition winner. The story follows 12-year old Inam as he journeys from Queenstown to the Western Cape, where he is reunited with his beloved brother Khwezi before heading to a test match at Newlands rugby stadium.
Once there, Inam excitedly dons his Flag Bearer gear and carries a flag onto the field in front of thousands of spectators, with his family proudly cheering him on from the sidelines.
The Spur Flag Bearer programme, the result of a partnership between Spur and the Springbok Supporters Club (SSC), sees 20 children between 8 and 12 years old become on-field flag bearers at each Springbok Test Match.
Group head of Marketing at Spur Corporations Sacha du Plessis says: “The Spur Flag Bearer programme aims to give South African children a taste of what it’s like to stand in front of our country on game day.
“However, the magic that can be found when exploring the paths of South Africa, and the people that walk them, are what make this story so much more than just a Flag Bearer story. It’s a story about the journey of two brothers and the coming together of families; one that we are privileged to share.”
The video, which was filmed over five days in the Eastern Cape and Cape Town, features the ‘real’ Inam as well as his relatives, and even contains footage from Inam’s home in Queenstown.
Morné Strydom, creative director at 99c, explains that the video was filmed in a style similar to that used in documentaries. “The story’s integrity lies in the fact that it’s real, and that the people on screen are playing themselves. To depict this authentically and viscerally, the production crew had to be as unobtrusive as possible. The aim was to encourage a natural response, so that the emotions displayed were true-to-life and not diluted or exaggerated by the presence of cameras.”
Du Plessis adds, “Spur franchises throughout South Africa contribute to their communities in many ways, with over 500 community events taking place per year. We’re shifting part of our focus from storytelling in the traditional advertising sense, towards reflecting the brand’s community impact in an authentic and hyper-real manner.
“It’s wonderful to play a small role in creating lifelong memories for children, and if our advertising can reflect the emotions of the day, I feel we are creating work that is honest, real and memorable,” he concludes.
To watch The story of Inam and Khwezi, click here.