Very few South Africans are putting their money away. Even fewer invest it long-term. Today, over 94% need financial assistance in their retirement. It places massive financial pressure on family members who end up not only supporting themselves, but extended family as well. We needed to change the narrative.

Allan Gray's core positioning revolves around long-term investment, or time. We capture this by telling the story through a black and white grade which also brought an emotiveness to a spot based off a South African insight that adults today could relate to from their childhood memories years ago.