We were to inspire the target market, South African artists, to create an artwork of their own to submit into the annual Absa L’Atelier art competition. “Creating art is like giving birth. You spend hours growing your creation. You have an attachment - a love for it. It’s like your child.” Born from this target market insight was the intriguing campaign idea: “As an artist, your art is like your child.” The radio spot used the current issue of child trafficking and the target market’s own fertile imagination to mislead them - sending them down a sinister path...