South Africa, Sept. 11 -- That was the starting point for Happy Friday's latest print campaign for Alta du Toit, a home for adults with intellectual disabilities. The campaign reminds people that while residents like Anneke, Charlotte, Emile, Danny and Elise may grow older in years, their spirit remains forever young, and just as deserving of care and support.

An intellectual disability doesn't just delay development. It freezes the mind in time. While the body ages, the sense of wonder and openness remain unchanged.

"Instead of creating a campaign that leaned on pity or stereotypes, we wanted to hold up a mirror to the residents' joy." says Jonathan Wolberg, executive creative director at Happy Friday. "These were not staged moments. W...