A social experiment in social distancing
The pandemic has rewritten every rule we know about being around one another. With South Africans having experienced some of the harshest lockdown regulations in the world, it came as no surprise when many were quick to fall back into old habits once restrictions were eased in late 2020. As a brand that encourages people to savour life’s moments together, we knew that while people don’t always appreciate rules – they do appreciate art.
We collaborated with 2 renowned South African artists to create bench installations that encouraged social distancing. 8 original artworks were made and painted onto benches that lived in some of the busiest public spaces in the country.
Awards: Ad of The Year at Creative Circle | Gold at Creative X | 1st place OOH + 2nd in PR at Creative Circle
We collaborated with 2 renowned South African artists to create bench installations that encouraged social distancing. 8 original artworks were made and painted onto benches that lived in some of the busiest public spaces in the country.
Awards: Ad of The Year at Creative Circle | Gold at Creative X | 1st place OOH + 2nd in PR at Creative Circle
People’s unconscious change in behaviour was captured on film and shared with the country.
See more here: https://www.stellaartoisafrica.com/en-za/art/wet-paint-social-experiment-social-distancing
Concept Team:
Art Direction: Lauren Mitchell
Copywriter: Skhumbuzo Tuswa
Executive Creative Director: Graeme Jenner
Artists: Baba Tjeko + Curious Lauren
Artists: Baba Tjeko + Curious Lauren
Agency: King James Group
Client: Stella Artois
