We were briefed by a local TV Channel, M-Net Movies Showcase, to advertise their

Superhero Festival.

Traditionally, the client would spend around $100 000 on epic TV ads, promoting superheroes like Superman, Batman and Spiderman. This year we decided to rather spend that money to do good - we came up with a non-campaign campaign that did what superheroes do: fight for good.

We partnered with the Reach For A Dream Foundation and used the money to fulfill the dreams of children fighting life-threatening diseases. The children were heralded as the Real Superheroes. It also inspired viewers to become heroes by supporting the foundation.

We produced three online short films, each documenting one of these stories. On-air teasers directed people to these films. 20 little heroes had their dreams fulfilled in the process. Every dream fulfillment was executed in a magical, spectacular way, like only a movie channel could do.