Tess Gadd's profile

Student Work: Gold Museum of Africa - DPS Print

Attention all passengers, please do not let your gold touch the ground.
 
The Ashanti believed that gold was a gift from the gods, holding divine powers and fit only for royalty. The story behind this is steeped in mythology and begins with a restless upstartnamed Waga Dugu. 
Now Waga Dugu was ambitious and cunning amongst the gods. The elder gods feared his ambition and so, stripped him of his power and cast him from the heavens. 

He was sent to the earthly realms to dwell with the mortals. Waga Dugu had been humiliated and he sought swift retribution. He roamed the earth, spreadingwar, pestilence and famine amongst the tribes. His spite ravaged the world until he happened upon the Land of the Ashanti and their abundant forests.

It was here that he first saw her. Not in all his travels had he come across a more alluring young woman. She was radiant, graceful and delicate and she smelled of the sweetest fragrance. He coveted her instantly. She was, however, the king’s daughter and tradition obligated her to a life of purity and virtue. Driven by lust, Waga Dugu disregarded the human customs and defiled her. 

When her father discovered what Waga Dugu had done, he was filled with resentment and cried out to the elder gods for help. Hearing the father’s plea, the elder gods were filled with wrath. They used the suns warmth and created an element that is as powerful as it is beautiful, calling it gold after the golden hue of sunlight. They cast shackles from the gold and used them to bind Waga Dugu beneath the earth forever. Order was restored to the tribe and the gods promised continued peace as long as the Ashanti honoured that day. They deemed the tribal king to be the only one worthy enough to ever own the the magical substance.
 
The people had great respect for this, so any gold that touched the ground became property of the Ashanti king. The king himself wore raised gilded sandals to make sure he did not come into contact with the ground and the evil spirit who dwelled there. The area where Waga Dugu was banished is still  known as ‘the place where people get honour and respect’ (Ouagadougou, now the capital of Burkina Faso). 
 
This story, and many other tales from African mythology, are depicted in dramatic detail at the Gold of Africa Museum, Cape Town. The museum is a hub of the some of the continent’s greatest artefacts and richest heritage and is a definite must for anybody spending time in CapeTown. Meticulous displays and informative tourswill allow you to experience the role that gold has played in shaping African history.
Credits
School: AAA School of Advertising
Art Director: Tess Gadd
Copywriter: Richard Wiese
Student Work: Gold Museum of Africa - DPS Print
Published:

Student Work: Gold Museum of Africa - DPS Print

Student work for The Gold Museum of Africa.

Published: