We were asked to see our hometown through the Pantone colours. 

Taking Yeoville, a once buzzing metropolis and a problem facing all South Africans - Load Shedding - we changed the space at night, making Yeoville the place to be. 

Through the use of glow in the dark colour lighting up the space, we made Yeoville the place to be at night, directing people to the space for a night to remember, through traditional and online media.

We translated this into seeing the unseen - people had stopped appreciating Yeoville for its unique culture and vibe. We decided to show the things that are better in the dark, in the dark. Our adverts across both outdoor, print and social media could only be fully appreciated in the dark. 

Our billboards, magazine and street pole ads were only visible in the dark.

We used the paint to brighten up the area making it accessible for people to use during the hours of load shedding. Ordinary streets became a place for you to enjoy, communal areas were usable when usually people would have to vacate the streets.

We used common notions of everyday life to show that there are loads of things better in the dark - including a once forgotten Yeoville.

In June of 2015 we travelled to London to receive our New Blood Award in person. We were so excited to win an award for this project.

 

Social media played a large role in the campaign. People were encouraged to share their time in yeoville on facebook and instagram - the lit up streets making an exceptionally 'grammable' moment.

We created a desktop and mobile website where communities could share events that would be happening around the suburb, to invite their friends to these events and check when the scheduled load shedding times would occur.

Thanks for looking!