Client: First Choice, Woodlands Dairy
Artists: Curated by Colours of You SA
Advertising Agency: Boomtown
Video: Allen Visuals x Innerview Productions
Advertising Agency: Boomtown
Video: Allen Visuals x Innerview Productions
First Choice had approached the collective at Colours of You SA (COYSA) to assist in putting together a team of local creatives that would help bring their IAG "Clean up your hood for good" campaign to life. A team that consisted of various talents and skills that would add an interesting and artistic edge to the project. Gerard Addison (Art Director/Graphic Designer) and Zinzi May (Art Director/Graphic Designer) from COYSA, who both have a keen interest on idea generation, art direction and their love for graphic design, spearheaded the project partnering with some of Nelson Mandela Bay’s most creative minds and talents. The team had consisted of Jonathan van der Walt (Sculptor) and Sarah Walmsley (Sculptor) who both specialize in figurative sculptures using mediums like bronze, resin and glass as well as Robyn Munnick (Fine Artist) who creates multi-model paintings that form an installation.
The brief was unlike any we had received before, an invitation to turn rubbish/trash into an art piece that would form part of a large billboard, communicating and highlighting the beauty which comes from “cleaning up your hood for good”. Knowing how large the billboard would be, and that it would be seen from a distance, we wanted to experiment with the recognizable aesthetic of the rubbish. Using texture, colour and scale as our guide in creating a unique piece while staying true to the original design. It further enabled us to think critically and technically with regards to what the best approach would be in applying the different types of objects that will form the message.
The billboard became a visual representation on how much beauty we can add to our surroundings, we hope that the public can become more environmentally aware and be inspired to do their part in cleaning up their hood for good. Whether that is through recycling or getting creative; as you can see, the things we throw away have a lot of artistic potential. A message that we hope can reach and expand across the globe.
