Beaded Billboard - Toyota
Role: Copywriter with Este De Beer | Art Director: Thato Moatlhodi, Julie Thoroogood | Creative Direction: Tian Van Den Heever
Every year on Heritage day, all South Africans celebrate their different cultures and the diversity of their beliefs and traditions.
In 2018, Toyota SA joined the celebrations, sending South Africa the biggest love letter ever- a billboard made entirely of beads. This honoured the iconic Zulu tradition of beading intricate love letters. The #LoveEveryKM campaign was amplified with deeper stories of the crafters and the long history of the Corolla in SA, on social media.