CCO: Peter Khoury
ECD: Jenny Glover | Carl Willoughby
CD Copywriter: Jenny Glover
Group Head: Coenraad Grebe
Art Director/Designer: Melissa Grundlingh
Photographer: Des Ellis
Retoucher: Byron Westphal
Animator: Clayton Rolfe
Animator: Clayton Rolfe
Insight
In 2018 it’s easy to view Apartheid, which ended in the early 1990’s, as no more than a part of our history.
Yet, a global wave of racism, xenophobia and intolerance has surfaced and gained impetus in recent years that bears frightening similarities.
Despite the difference of time and place, the brand of prejudice and discrimination
remains the same and the lessons of Apartheid are as relevant as ever.
Problem
The Apartheid museum is perceived as focusing only on history with little current relevance.
The actual purpose of the museum however is to teach us about the past and guide us in the present.
We needed to provide modern context and renewed relevance to help encourage local visitors and global tourists.
Solution
The historic words of Apartheid’s most notorious leaders are combined with those of current world leaders
into a single train of thought that shows the frightening similarities in their narratives and points of view.
This provides new context and relevance to the role of the Apartheid Museum,
and suggests that there’s never been a better time to learn from the lessons of our past.
Print
Radio
Verwoerd
Summary
The historic words of Apartheid’s most notorious leaders are combined with those of current world leaders into a single train of thought. Each Apartheid leader is matched with a modern-day equivalent whose words reflect the same underlying principles. In this spot we listen to the ‘architect’ of Apartheid, Prime Minister, Dr HF Verwoerd and President of the United States, Donald J Trump. The execution puts an ‘Apartheid filter’ on current events, giving renewed relevance to the lessons of the past and a persuasive call to visit the Apartheid Museum.
Cultural context
Apartheid (from the Afrikaans word meaning ‘separateness’) was a system of institutionalised racial segregation and discrimination that existed in South Africa from 1948 until the early 1990s. Apartheid was characterised by a political culture based on white supremacy, cultural incompatibility, enforced separation and state repression of black, Coloured, and Asian South Africans for the benefit of the nation's minority white population. Prime Minister, Dr HF Verwoerd was widely acknowledged as the ‘architect’ of Apartheid, which he described as a policy of good neighbourliness designed to avoid conflict and the clash of interests.
Botha
Summary
The historic words of Apartheid’s most notorious leaders are combined with those of current world leaders into a single train of thought. Each Apartheid leader is matched with a modern-day equivalent whose words reflect the same underlying principles. In this spot we listen to President PW Botha, leader of South Africa’s Apartheid government and Richard Spencer, current leader of white supremacist movement, the Alt Right. The execution puts an ‘Apartheid filter’ on current events, giving renewed relevance to the lessons of the past and a persuasive call to visit the Apartheid Museum.
Cultural context
Apartheid (from the Afrikaans word meaning ‘separateness’) was a system of institutionalised racial segregation and discrimination that existed in South Africa from 1948 until the early 1990s. Apartheid was characterised by a political culture based on white supremacy, cultural incompatibility, enforced separation and state repression of black, Coloured, and Asian South Africans for the benefit of the nation's minority white population. Prime Minister, PW Botha was responsible for passing the Group Areas Act that formalised separate development through the creation of black homelands.
Smuts
Summary
The historic words of Apartheid’s most notorious leaders are combined with those of current world leaders into a single train of thought. Each Apartheid leader is matched with a modern-day equivalent whose words reflect the same underlying principles. In this spot we listen to General Jan Smuts, Prime Minister in the lead up to Apartheid in South Africa. And Senator Pauline Hanson, current president of Australia’s One Nation Party. The execution puts an ‘Apartheid filter’ on current events, giving renewed relevance to the lessons of the past and a persuasive call to visit the Apartheid Musuem.
Cultural context
Apartheid (from the Afrikaans word meaning ‘separateness’) was a system of institutionalised racial segregation and discrimination that existed in South Africa from 1948 until the early 1990s. Apartheid was characterised by a political culture based on white supremacy, cultural incompatibility, enforced separation and state repression of black, Coloured, and Asian South Africans for the benefit of the nation's minority white population. General Jan Smuts was an early advocate of ethnic separation and protection of minority interests.
