South Africa, June 24 -- The campaign's hero film, directed by Zee Ntuli with photography by Ross Garrett and produced by Darling Films, is a standout piece of craft. Not craft for craft's sake, but to create emotion and meaning. Rather than conventional footage, the film is constructed from over 300 individual photographs, edited to capture the franticness of modern life and juxtapose it against the calm hiding in the moments that usually pass us by.

The score does the same work in sound. Rigid Western strings, representing a borrowed relationship with time, were recorded, then bent and distorted, before giving way to the loose, traditional rhythm of the Ngoni and an ensemble of African instruments. One played to the clock. The other to...