South African energy provider Sasol used questions as the foundation of an award-winning television advertising campaign, presented in a television commercial featuring a curious puppet. Sasol is redefining its role of exploring questions that lead to sustainable solutions to the global energy crisis.
Jesse, a wooden hand-crafted puppet, representing the curious little voice inside all of us, goes on a journey of exploration interacting and questioning everything she sees. A male voice over (Matthew Barnes) provides a commentary on the importance of questions, referring to revolutionary thinkers such as Socrates, Darwin and Einstein to depict pioneering ideas that have furthered human development. It was Einstein who said, “It’s not answers that changed the world, it’s questions”.
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The Sasol Questions campaign was developed at The Jupiter Drawing Room, Capetown by executive creative director Graham Warsop, creative director Tom Cullinan, copywriter Peter-John Eales, and art directors Julie Thorogood and Justin Joshua, and agency producer Hazel Neuhaus.
Filming was shot by Keith Rose via Velocity Films with producer Karen Kloppers and editor Ricky Boyd.
The campaign won a bronze , craft gold for art direction, and a certificate for animation and special visual effects at the Loerie Awards, a Gold at the Epica Awards, a Gold for art direction at the New York Festivals International Advertising Awards.