BRIEF: When the Mazda Wildlife Fund celebrated 20 years of nature conservation in 2010, they wanted a television commercial that captured the spirit of the work they do and an opportunity to pledge their continued commitment to South Africa’s wildlife in years to come.SOLUTION: Conservation, like anything worth doing, takes time. To bring this concept to life in a powerful, emotional way for South African viewers, we created a story of a man and his unusual charge, a vulture.LOCATION: The commercial flighted on several major local network and global cabel channels, including, M-Net, Animal Planet, and National Geographic. It also flighted in local cinemas during nature related films, such as the BBC documentary Earth. Additional publicity was generated when newspapers, TV magazine programmes and radio talk shows discussed the commercial.