Cannes Lions
JOE PUBLIC UNITED, Johannesburg / SAB / 2019
Awards:
Overview
Entries
Credits
Background
South Africa has one of the highest rates of underage drinking in the world, with alcohol abuse playing a large role in shaping much of our modern-day culture. It creates fatherless families, violence, crime, and a dispassionate and jaded generation of teens who have had to grow up prematurely to cope with their environments. It's a complex story, and one that we chose to tell in a short film that was initially created to live on YouTube as a piece of content due to a limited budget.
Execution
VUKA is a short film about the life of a man whose alcohol abuse as a young boy led him down a dark path with many pitfalls, all of which could've been avoided had he had the right guidance and mentorship at the right time. This story is the brutal reality for far too many young South Africans and makes a powerful statement that without strong role-models, this will be the main plot point in the lives of our youth for years to come.
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