A social experiment in social distancing

The pandemic has rewritten every rule we know about being around one another. With South Africans having experienced some of the harshest lockdown regulations in the world, it came as no surprise when many were quick to fall back into old habits once restrictions were eased in late 2020. As a brand that encourages people to savour life’s moments together, we knew that while people don’t always appreciate rules – they do appreciate art. We collaborated with 2 renowned South African artists to create bench installations that encouraged social distancing. 8 original artworks were made and painted onto benches that lived in some of the busiest public spaces in the country.

Credits

Art Direction: Lauren Mitchell

Copywriter: Skhumbuzo Tuswa

Executive Creative Director: Graeme Jenner
Artists: Baba Tjeko + Lauren Mitchell
Client Service/BUD: Anna Nashandi

Producer: Ananda Swanepoel

Agency: King James Group

Awards

Ad of The Year at Creative Circle | Gold at Creative X | 1st place OOH + 2nd in PR at Creative Circle | Pitcher Awards Gold OOH | Pitcher Awards Silver for Covid-19 Impact