Annually Rocking the Daisies brings its unique music vibe to the Western Cape for four days of festival fun. This year NATIVE decided it was time to promote the festival in a totally original, fun and meaningful way – by rocking the daisies literally.
“We’ve invented something new that people can engage with before the event. We combined technology and music with real daisies and took the idea to the Rocking the Daisies organisers. They bought into it instantly,” says Ryan McManus, Executive Creative Director at NATIVE.
The NATIVE team set up a flower box, rigged each potted daisy to a makey-makey kit, tweaked some software that linked a series of track samples, produced by musician Gerdus Oostuizen, which ranged from electro and acapella to rock. “The idea became an experience. We didn’t tell people to participate. We just set up the daisy box at the Old Biscuit Mill in Cape Town and left it there. It was the most natural thing for people to start playing with it and creating their own tracks by touching the daisies,” says Ryan.
People told their friends and the word spread. “It’s an incredible example of how creating a cool experience for people is far more meaningful than advertising. People instantly love it, across the board. You can see it in their faces as they touch the daisies and try and work out how it’s done. The feedback has been overwhelmingly positive.”
NATIVE has since moved the musical daisy box to Woodstock and plans to take it to UCT and other public places in the months leading up to the festival until it enters the grounds of Rocking the Daisies in October.
For more visit www.native.co.za
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