Ladles of Love: Hunger Monster

The creative minds from Jupiter Drawing Room, Outbound Film and a whole lot of top talent have collaborated to make an emotive TV ad to help mobilise funding and support for the Ladles of Love feeding scheme in Cape Town to continue with food relief support and create sustainable food gardens.

Lesley-Anne Mulder of Outbound Film says she had the privilege of meeting up with Alison McCutcheon and Danny Diliberto from Ladles of Love at the beginning of level 4 lockdown. “It immediately became apparent to me that they will need all the help they can get. The enormous task they have undertaken has without a doubt exponentially grown.”

“Their reach has become so wide and is positively impacting so many lives, it would be a crime if we all did not do what we can to facilitate the next major step, which is to help make many more lives self-sustainable,” she says.

Mulder continues: “With this in mind, I offered to pull together individuals and small businesses to assist us in filming a Public Service Announcement (PSA) to help mobilise more funding and support. Andrew Lang of Jupiter wrote the script, and from this meeting of minds the TVC was birthed.”

“Outbound Film would like to thank all individuals and organizations that brought their expertise to the table with kindness and without reservation, notably the co-director team of Kim Hinrichs and Helen Raine” she adds.

Creative Director, Andrew Lang at Jupiter Drawing Room, says that the Ladles of Love campaign is all about changing the COVID-19 story. “When Danny Diliberto started his soup kitchen he began to change the daily story of people living on the streets of Cape Town’s CBD. When the pandemic hit the need ramped up exponentially and people from all over Cape Town joined Danny to help change the story to one of hope and compassion.”

Lang says that a crisis brings out the best and worst in people. “We can let it get to us or we can rise above it. Capetonians have come together to feed over 5-million meals since the start of lockdown, they’ve made thousands of sandwiches daily and donated millions of Rands.”

“This TV ad is another example of collaborating to change the story. From the production company, actors, directors, crew, equipment hire, catering, location, illustrator, animator, post-production, everyone offered their time and skills to breathe life into this modern-day ‘fairytale’.”

Lang adds: “We tell the story of a boy in a strange time – the unprecedented year 2020 that we’re living through. There’s a monster, a hero and a happy ending. We call on everyday ‘Knights-In-Shining-Armour’ to help us beat the ‘Hunger Monster’. Your donation will help us give mothers sustainable food gardens to feed their families – a hand-up not a handout.”

Lorenzo Plaatjies was the illustrator who brought his very unique style to this ad. “Together we can change the story in our communities from one where children go to bed hungry to one where families get support to feed themselves, and live ever after,” he adds.

Ladles of Love founder Danny Diliberto says that since lock down, community needs have been increasing daily and Ladles of Love has dished up over 5 million meals and given out over 2 million sandwiches to beneficiaries via its growing network of over 138 non-profit and community organisations.

“We hope that the emotive TV ad will help Ladles of Love to continue, through its call to action, to rally people who care, to donate money, food and essential items in the spirit of Ubuntu,” Diliberto says.

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