Nando's Creativity X Open Studios Campaign
In May 2023, I spearheaded a multifaceted campaign for Nando's Creativity, blending both digital and in-person experiences to promote the vibrant Southern African art scene. Tasked with the roles of videographer, strategist, and lead creative director, my mission was to drive traffic to local art galleries featured in the OpenStudios.Joburg event.
Digital Aspect: Influencer Collaboration:
For the digital phase, we collaborated with four influential content creators to conduct interviews with South African local artists. The influencers showcased trending content concepts on TikTok and Instagram, providing an immersive look into the art world. By weaving authentic narratives, we aimed to make art more accessible and relatable.
Trending TikTok Concepts:
In-Person Aspect: Interactive Stickers
In tandem with the digital efforts, the in-person component involved creating interactive experiences. We designed stickers with slang phrases from different generations, allowing attendees to express their opinions on artworks. This tactile interaction not only engaged visitors but also added a layer of fun to the art exploration process.
Campaign Recognition: Nominated for a Loerie Award
The campaign's success was highlighted by its nomination for a prestigious Loerie Award, a testament to its creativity and impact in fostering a broader appreciation for art.
Nando's Creativity Message
Aligned with Nando's Creativity ethos, the campaign aimed to demystify the art world, making it inclusive and enjoyable for everyone. By leveraging influencers, interactive elements, and strategic storytelling, we aimed to change perceptions and encourage a deeper connection with art.
Behind The Scenes:
Closing Remarks: Sticker Page and Facts
The campaign concluded with a sticker page encouraging attendees to show love to the artists and artworks they admired. Additionally, a section highlighting the Nando's Art Initiative emphasized the brand's commitment to supporting artists and bringing Southern African talent to global audiences.
In summary, this campaign journey successfully blended digital and in-person experiences, creating an immersive and accessible platform to celebrate Southern African creativity. As the lead creative director, videographer, and strategist, my role was pivotal in shaping an engaging narrative that resonated with diverse audiences, contributing to the campaign's recognition in the form of a Loerie Award nomination.
