2014 Winners & Shortlists

Brief Explanation

As one of the leading chilled and frozen food producers in the region, Sadia wanted to take a giant leap out of the old universe, and into something altogether more engaging, more truthful, more human, more resonant: reality. Sadia’s ‘Every Reason to Cook’ was that manifestation - celebrating real mothers, real families, real stories, real homes, even down to real personal belongings to take on the starring role with the camera being the only stranger in the room. For, it was essential that we had a true reflection of family life, and a deep understanding of the role that Sadia played within it. We asked the simple questions, ‘Does a mother enjoy cooking?’ ‘If so, why does she?’, and even, “Does a mother resent cooking?”. What we found is what we projected on film, in the true voices of the mothers whose lives we shared - with Sadia’s point of view at the end.