"Selinah agreed t film herself for 90 days to help others..." the ad begins, a woman with healthy weight lies down in a bed and then the time-lapse begins. Her weight drops until she is near skeletal and hollow-eyed, a shell of her former self, AIDS taking its toll on her body.

It's only at the very end you'll se the reveal, it was all in reverse.

Selina is competing in Cannes, lets hope she goes far.

Ad agency: Ogilvy Johannesburg Client: Topsy Foundation

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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