Arthur and I have spoken a lot about creating something which is completely unexpected and not immediately directly related to a charity. We don't want to create something heart warming or guilt ridden but just something which appeals, something which entertains, something which is beautifully created and so very much respected and something which therefore promotes fairtrade in a new light.  This film shows 'the art of seeing sideways'.  Considering something which is there but gone unnoticed.  A lot of charity films which are made to promote and educate either end up seeming boring and the term 'i have heard it all before' comes to mind.  Still images of smiling african farmers not only is over used but now ineffective.