Toyota SA, FCB Joburg Create Beaded Billboard As Corolla Love Letter
21/09/2018
This Heritage Month, Toyota South Africa and its long-standing agency, FCB Joburg, have created a beaded billboard' with the help of KZN community-based NGO Woza Moya to celebrate the love Toyota Corolla owners feel every time they drive their cars and celebrate the Corolla heritage.
In the Zulu culture, love letters are traditionally crafted out of beadwork by Zulu women, each is a work of art and totally unique. This truly South African declaration of love seemed like a fitting way to celebrate South Africa's most-loved car.
The beaded billboard measures 12 meters by 9 meters, weighing over 1 tonne, and comprises over 138 000 individual beads sewn together by 350 crafters from Woza Moya. Woza Moya is the economic empowerment project of the Hillcrest AIDS Centre Trust in KwaZulu-Natal, where Toyota SA has manufactured Corollas since 1975.
According to Creative Director responsible for the design, Janine Kleinschmidt, the decision to celebrate Corolla and Corolla drivers in this way was sparked by the thinking behind the Special Edition Corolla, which rolled out earlier this year.
She explained: Toyota SA wanted to celebrate the fact that Corolla has been the most-loved car in South Africa since forever' while entrenching its positioning Love Driving'. The intricate workmanship in the Special Edition Corolla launched earlier this year was evocative of the uniquely South African visual language of Zulu love letters, so we used this for the art direction and design of the campaign.
Our decision to create a love letter that was also a billboard came from the fact that this would have been a common feature alongside the roads the Corolla and Corolla driver would have travelled together.
We absolutely love what we've achieved, and we're thrilled that Toyota SA insisted the campaign include a large corporate social responsibility element. It has been an honour to work with the crafters from Woza Moya.
Toyota SA Vice-President Marketing, Glenn Crompton confirmed: It was vitally important for us that this campaign, an act of thanks to Corolla drivers and their Corollas, also said thank you' to the community in which our Corollas are put together.
Since 1975, the Corolla plant has been in KwaZulu-Natal, so the fit between Woza Moya and the campaign was ideal. We're thrilled to have been able to create work for the crafters who belong to the initiative.
The Toyota Corolla Beaded Billboard, located alongside the M1-De Villiers Graaf (26 13'0.26 S 28 1'25.52 E), will be unveiled on 15 September so that it flights' for a month around Heritage Day (24 September). The billboard and the social media campaign that will help spread the message and communicate the great work done by Woza Moya was devised by the FCB Joburg Creative Directors Tian van den Heever and Janine Kleinschmidt, Copywriters Est de Beer and Marina Andreoli, and Art Directors Julie Thorogood and Thato Moatlhodi.
Link: https://youtu.be/hYKYHcNYIik
Credits:
Client: Toyota SA
Brand: Corolla
Vice President Marketing: Glenn Crompton
Senior Manager: Advertising & Digital Marketing: Tasneem Lorgat
Creative agency: FCB Joburg
Executive Business Director: Reagen Kok
Account Lead: Taryn George
Account manager: Narissa Rajagopal
Creative Director: Tian van den Heever
Creative Director (Design): Janine Kleinschmidt
Copywriter: Esti de Beer, Marina Andreoli
Art director: Julie Thorogood, Thato Moatlhodi
Print Producer: Monica Maloka
Strategy: Stuart Sims, Jason Doyle
Production house: Red Dot (billboard production)
Creative Motion (content production)
Content Director: Dewan Meyer
Note to editors:
Woza Moya (Come Spirit of Change in IsiZulu language) is the economic empowerment project of Hillcrest AIDS Centre Trust. Woza Moya's mission is to unearth creativity that creates economic empowerment through traditional quality local crafts made by people in need.
Started in 2002 with five beaders making AIDS ribbons at a local church, the project now supports more than 350 crafters, most of whom have 5-10 dependents. Crafters were referred to Woza Moya by other HACT departments, including the respite unit, counselling department and home-based care project.
Once the men and women are enrolled with Woza Moya they are then trained in a craft, most commonly beadwork or sewing. The crafters are mostly women and are almost all first-time money earners, having set up bank accounts for the first time in order to receive they payments from Woza Moya.
Every week the crafters come to HACT to sell their crafts to Woza Moya, everything from beadwork, wirework, woodwork and even crochet. By selling Woza Moya their crafts the crafters become self-empowered and self-employed. We have found that being financially secure gives our crafters hope and the luxury of looking to the future; because of this they take ownership of their disease and fight to stay healthy.
Woza Moya are dedicated to both their crafters and to their customers, and as such are careful to only take in work of a high quality and to give on-going training to the crafters so the standard is met and kept and they can be proud of the work they bring in. Woza Moya encourages the crafters to come up with new, creative ideas and, as much as possible, for the crafters to set their own prices. Woza Moya has a very special relationship with each crafter and takes care of each individual. The sale from their crafts is the only source of income for close to 95% of our 350 crafters. Every item bought from us has already helped to empower, uplift and inspire and to give hope to a family in need.
Woza Moya is an amazing example of an innovative project. It has taken a traditional African craft - beading - and modernized it and made it releva
LINK: | http://www.filmcontact.com/news/south-africa/toyota-sa-fcb-joburg-crea... |
See more stories from filmcontact |
Africa Stories
19/04/2024
Skeem Saam: Thursday's episode, 18 April 2024 [video]
Skeem Saam: Thursday's episode, 18 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African s...
19/04/2024
Prison Journalism: Tragic story of Jerry's life and crimes
Prison Journalism: Tragic story of Jerry's life and crimesDavid van Nek was incarcerated in Pollsmoor Prison from 2013 until 2015 and participated in the re...
19/04/2024
House of Zwide' Spoiler: Soka dates Mampho and Ona
House of Zwide' Spoiler: Soka dates Mampho and OnaThe House of Zwide' May teasers reveal that Soka will date both Ona and Mampho and get caught. Will h...
19/04/2024
Beer: Seven celebrities talk about their love
Beer: Seven celebrities talk about their loveBeer is one of the world's most popular beverages. We asked several celebrities about their favourite brews or ...
19/04/2024
Tonight on Scandal: Tlhogi cannot believe what she hears from Taps
Tonight on Scandal: Tlhogi cannot believe what she hears from TapsDon't miss Friday, 19 April's riveting episode of South African soapie Scandal! on e.t...
18/04/2024
Tonight on Smoke and Mirrors: Caesar almost finds Thandiswa with the bloody wedding dress
Tonight on Smoke and Mirrors: Caesar almost finds Thandiswa with the bloody wedd...
18/04/2024
Taylor Swift's The Tortured Poets Department' set to drop on FRIDAY
Taylor Swift's The Tortured Poets Department' set to drop on FRIDAYTaylor Swift will release her highly anticipated record The Tortured Poets Departme...
18/04/2024
Tonight on Skeem Saam: Lehasa puts his plan to eliminate Khwezi in motion
Tonight on Skeem Saam: Lehasa puts his plan to eliminate Khwezi in motionDon't miss Thursday, 18 April's riveting episode of South African soapie Skeem ...
18/04/2024
Prison Journalism: April's experiences of black boudoir
Prison Journalism: April's experiences of black boudoirThabo Mthembu was incarcerated in Pollsmoor Prison from 2014 to 2019. Read Thabo's story by Tha...
18/04/2024
Prison Journalism: Can gangsterism and violence be reduced in prison?
Prison Journalism: Can gangsterism and violence be reduced in prison?Dean Mashimbwe, a Zimbabwean migrant residing in Cape Town, was incarcerated at Pollsmoor C...
18/04/2024
Software-making music: How DJs are doing it
Software making music: How DJs are doing itSoftware plays a big part in music production, recording, and performances. Here's what DJs are using, and how yo...
18/04/2024
Tonight on House of Zwide: Zanele later blindsides an unwitting Faith into meeting with Zola
Tonight on House of Zwide: Zanele later blindsides an unwitting Faith into meeti...
18/04/2024
Debut author stuns with international bestselling thriller Anna O'
Debut author stuns with international bestselling thriller Anna O'Matthew Blake burst onto the book scene with his bestseller Anna O', a deliciously d...
18/04/2024
Skeem Saam: Wednesday's episode, 17 April 2024 [video]
Skeem Saam: Wednesday's episode, 17 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African ...
18/04/2024
Watch: Trailers for the best Afrikaans movies ever made
Watch: Trailers for the best Afrikaans movies ever madeDon't know what to watch? Here are some of the best Afrikaans movie trailers ever made, including Too...
17/04/2024
Tonight on Scandal: Dintle reels in the line but it seems she's the only one dangling
Tonight on Scandal: Dintle reels in the line but it seems she's the only one...
17/04/2024
Trailer debate: What's the BEST South African movie?
Trailer debate: What's the BEST South African movie?The trailer debate is on! We'd like to spark the debate What's your favourite South African mov...
17/04/2024
Tonight on Skeem Saam: Lewatle and Pax are punished for their misdeeds
Tonight on Skeem Saam: Lewatle and Pax are punished for their misdeedsDon't miss Wednesday, 17 April's riveting episode of South African soapie Skeem Sa...
17/04/2024
Tonight on House of Zwide: Isaac tells Funani he has no leads on Nkosi's hijackers yet
Tonight on House of Zwide: Isaac tells Funani he has no leads on Nkosi's hij...
17/04/2024
Ster-Kinekor to cut 236 jobs, close THESE nine cinemas in South Africa
Ster-Kinekor to cut 236 jobs, close THESE nine cinemas in South AfricaSter-Kinekor has announced plans to lay off almost a third of its 728 employees and close ...
17/04/2024
Disney and National Geographic celebrate Earth Month
Disney and National Geographic celebrate Earth MonthDisney's storytelling prowess merged with National Geographic's legacy of exploration to celebrate E...
17/04/2024
Prison Journalism: How have you changed as a person while in prison?
Prison Journalism: How have you changed as a person while in prison?Jeffrey Shockley is a writer serving a life sentence in the State Correctional Institution-F...
17/04/2024
Tonight on Smoke and Mirrors: Thandiswa is determined to solve Dikeledi's sudden disappearance mystery
Tonight on Smoke and Mirrors: Thandiswa is determined to solve Dikeledi's su...
17/04/2024
Smoke and Mirrors: Tuesday's episode, 16 April 2024 [VIDEO]
Smoke and Mirrors: Tuesday's episode, 16 April 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Afri...
17/04/2024
Skeem Saam: Tuesday's episode, 16 April 2024 [video]
Skeem Saam: Tuesday's episode, 16 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African so...
17/04/2024
Scandal!: Tuesday's episode, 16 April 2024 [video]
Scandal!: Tuesday's episode, 16 April 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African websi...
17/04/2024
Sibongile and The Dlaminis' gains first position on DStv
Sibongile and The Dlaminis' gains first position on DStvRhythm World's popular telenovela Sibongile and The Dlaminis' is the most-watched TV show o...
17/04/2024
House of Zwide: Tuesday's episode, 16 April 2024 [VIDEO]
House of Zwide: Tuesday's episode, 16 April 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African ...
16/04/2024
Call for the 18th Annual South African Film and Television Awards Jury has been extended
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
16/04/2024
Tonight on House of Zwide: Zanele feels Sandile's not a true friend anyway if he's not happy with her
Tonight on House of Zwide: Zanele feels Sandile's not a true friend anyway i...
16/04/2024
Tonight on Skeem Saam: Evelyn learns about the full scale of her son's troubles
Tonight on Skeem Saam: Evelyn learns about the full scale of her son's troub...
16/04/2024
Tonight on Smoke and Mirrors: Caesar and Jaxon finally receive the moment they have longed for
Tonight on Smoke and Mirrors: Caesar and Jaxon finally receive the moment they h...
16/04/2024
Smoke and Mirrors: Monday's episode, 15 April 2024 [VIDEO]
Smoke and Mirrors: Monday's episode, 15 April 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Afric...
16/04/2024
Skeem Saam: Monday's episode, 15 April 2024 [video]
Skeem Saam: Monday's episode, 15 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African soa...
16/04/2024
Historic: House of Zwide' is the most-watched TV show on e.tv
Historic: House of Zwide' is the most-watched TV show on e.tvE.tv's fashion telenovela House of Zwide' beat Scandal!' for the first time sinc...
16/04/2024
Tonight on Scandal: Jojo's doing his best to make amends, but Phakamile worries about their future
Tonight on Scandal: Jojo's doing his best to make amends, but Phakamile worr...
15/04/2024
Scandal!: Monday's episode, 15 April 2024 [video]
Scandal!: Monday's episode, 15 April 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African websit...
15/04/2024
Tonight on House of Zwide: Isaac asks Bra Zakes for help with any information he might come across, regarding Nkosi's hijacking
Tonight on House of Zwide: Isaac asks Bra Zakes for help with any information he...
15/04/2024
Tonight on Skeem Saam: Phomolo threatens Pretty in an attempt to save Lehasa
Tonight on Skeem Saam: Phomolo threatens Pretty in an attempt to save LehasaDon't miss Monday, 15 April's riveting episode of South African soapie Skeem...
15/04/2024
Tonight on Scandal: Dintle turns to an old friend to assist with her mission
Tonight on Scandal: Dintle turns to an old friend to assist with her missionDon't miss Monday, 15 April's riveting episode of South African soapie Scand...
15/04/2024
Christianity: Four people who claimed to be Jesus
Christianity: Four people who claimed to be JesusChristianity is one of the world's dominant religions, with more than 80% of South Africans following this ...
15/04/2024
House of Zwide: Monday's episode, 15 April 2024 [VIDEO]
House of Zwide: Monday's episode, 15 April 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African w...
15/04/2024
Die Antwoord's collaborators: what they're doing now
Die Antwoord's collaborators: What they're doing nowDie Antwoord is a controversial hip-hop group founded in 2008. As a duo, they've also collaborat...
15/04/2024
Tonight on Smoke and Mirrors: Thandiswa hides her turmoil and goes through with marrying Caesar
Tonight on Smoke and Mirrors: Thandiswa hides her turmoil and goes through with ...
14/04/2024
Afrikaans television shows make a comeback
Afrikaans television shows make a comebackClassic Afrikaans television shows are making a comeback, according to the streaming service AfriForumTV. Here's w...
12/04/2024
Scandal!: Friday's episode, 12 April 2024 [video]
Scandal!: Friday's episode, 12 April 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African websit...
12/04/2024
Skeem Saam: Friday's episode, 12 April 2024 [video]
Skeem Saam: Friday's episode, 12 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African soa...
12/04/2024
House of Zwide: Friday's episode, 12 April 2024 [VIDEO]
House of Zwide: Friday's episode, 12 April 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African w...
12/04/2024
Tonight on House of Zwide: Sandile changes his mind about telling Faith that Zanele is still seeing Zola
Tonight on House of Zwide: Sandile changes his mind about telling Faith that Zan...