Prue Leith
Speak the language of food
THE BRIEF
It's not every day you get the opportunity to work with one of the most globally acclaimed and renowned brand names like the patron herself "Prue Leith". So when the call came to revolutionize the Prue Leith Culinary Institute in South Africa, we knew we had to go beyond the ordinary to bring their story to life.
A BRAVE APPROACH
Our approach was simple. The food is world class, the tutors are world class and what we teach our students to create with ingredients is a word class endeavour.
So would it not be interesting to tell our story through the lens of ingredients, with their sole purpose of existence to be grown, selected and shaped into a Prue Leith dish. Why? Because they know, at Prue Leith they will be transformed into the best version of themselves and be served to the global arena - the art which our bright new students will learn to master.
What started out as an ambitious brand film, transformed into an organic creative peace of art taking on a shape of its own.
With inspiring writing, an amazing cello player, our own agency vocalist, and the freedom to explore our inner creativity, the Prue Leith story was born.
A journey brought to life through the ingredients themselves.
Speak the language of food.
What is the lesson.
What is there to learn.
When the light breaks through
and you feel the sun burn.
There’s a million of me
and I’m just like you.
And we all want the thing
we were born to do.
To choose and be chosen.
To speak our truth.
Right here, right now
Isn’t that the proof.
Mine is a language.
A taste of the earth.
The song that rises
a whispering flirt.
In this arena,
on this stage.
A sharp dissection
turns the page.
This is where I
meet the blade.
The flames that scars.
The heat that bakes.
Mine is a journey.
Sunken, then drenched,
then crushed by desire
to meet and make friends.
You don’t know this,
not just yet.
We are a coir
when skillfully paired.
See the conductor
a magician of sorts,
Knows how to hear
our every thought.
The hands are a concert
that execute the plan,
without hesitation
as only a master can.
Hear our dialogue;
It’s a thing that evolves,
the language of taste
around which magic revolves.
It’s alchemy at first.
But, soon you will learn
to trust your heart
and hear the words:
I was born to talk to you.
I was meant for this.
Somehow you heard my audition
to be part of this dish.
This is the thing.
I’m so glad that you’ll learn,
to listen as well as you’ll speak
when it’s your turn.
The brave ones
Writer: Jacque Matthee
Creative Director: Jacque Matthee
Art Director: Brandon Engelbrecht
Production: Brandon Engelbrecht
Vocalist: Jeane Tait
Music and composition:
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