Mandela Day Spot Focuses on Helping Hands

Effort Urges People to Get Involved in Honor of Nobel Peace Prize Winner

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This Saturday marks the first Mandela Day, which has been established by nonprofits 46664 and the Nelson Mandela Foundation to urge people around the world to honor Mr. Mandela on his birthday, July 18, through volunteering and community service. The message: Nelson Mandela has fought for social justice for 67 years. We're asking you to start with 67 minutes.

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Mandela Day: 'Hands'

Taking part in the campaign, Gotham, New York, joined with Nice Shoes, Red Car NYC, RedHead and Audio Engine to create a pro bono spot to honor the Nobel Peace Prize winner and former South African president on his 91st birthday. The spot focuses on hands helping others, such as filling a plate at a soup kitchen, scattering seeds, hammering a nail and passing out sandbags.

"Art director Ariele Jerome from Gotham wanted a contemporary feeling, so I felt the best way to present the subject matter was to keep it simple; I didn't want it to come across as slick, stylish and affected," said Nice Shoes colorist Lez Rudge. "Clean and simple images are what resonate with people. It's a more honest way to tell the story."

New York will host the inaugural Mandela Day celebration, including events involving interactive art, film, educational outreach, community service and a concert at Radio City Music Hall on July 18.

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