In 2009 Mandela Day was launched in recognition of Nelson Mandela’s birthday on 18th July. The day not only celebrates Madiba’s life and legacy, but more so a movement that honors his life’s work and the act to make a change in the world.
As a continuation of our work with RCL FOODS on their 2016 Mandela Day campaign. Blue Juice extended the previous campaign by a new key graphic as well as rolling out a new set of digital and print assets. As a part of RCL FOODS’ CSI programme,we helped bring to life, a Mandela Day campaign, where RCL FOODS employees teamed up to help organisations and charities in need from across South Africa. Every year the company runs a campaign where employees can apply to be a part of the day long effort, co-ordinated across 8 provinces in South Africa.
Previously a few departments were only invited to join the campaign, with a select few taking part on the day. However, this year RCL FOODS has expanded their campaign to reach all employees from every division, allowing up to 700 employees to take part.
Having done this project for a few years, our team discussed going on a similar route of using an illustrated Pop Art inspired design aesthetic. The idea was to reflect on the major effect that Nelson Mandela has had on South African society, specifically in unifying the country.
Pop Art as a style, became synonymous with social and political commentary. The style was made popular within the contemporary design world by President Barack Obama’s iconic “HOPE” posters for his 2008 campaign. The team wanted to create a similar inspiring feel, whilst still reflecting the vibrancy of both South Africa and the RCL FOODS brand. Here the team wanted to use the RCL FOODS colours to represent the coming together of our nation and represent Nelson Mandela as a unifying force within South Africa.
