The idea was inspired during Kenya's economic downturn in late 2013, the country was going through a dull period, terrorist attack, unemployment. Hence the aim was to convey a simple powerful social message by creating a patriotic and uplifting mood The idea was that no matter how bad things get, I'll be alright. Even if the chips are down, everything will be alright. In daily life everyone faces hardship: at work, at home, in school, but one should shake off the negative effect and say "I'll be alright" and move towards attaining their goal or solving the problem they are in. The primary aim and strategy was to make this a viral message countrywide through social media, road shows, TVCs, print, t-shirts e.t.c. The secondary objective of the campaign was to connect Supa Loaf to 'í'll be alright' and that when it's used in day to day conversation it was subconsciously recalling the brand. It was to be perceived as a light hearted take of the statement with a strong and serious undertone.
We ended up making 3 different adverts using various different scenarios that were shortlisted from a long list of ideas we brainstormed.
Filming was carried out across various locations across the country from the biggest Stadium in the heart of the Capital, Nairobi to scenic hills in Naivasha and finally sandy beaches in Mombasa.
During which we faced some humorous situations; being chased away by one of the tribe's in Naivasha, and some challenging situations; cars broke down, cast did not turn up, these were some of the many problems we faced but we told ourselves - we'll be alright and continued shooting with the right spirit and 'i'll be alright' frame of mind. The ad has now been shortlisted as one of the top african ads along with some notable names and the voting is ongoing...so don't forget to vote!