OpenCo – The Open Collaboration, an integrated creative agency that forms part of the TBWA group, has won a campaign Bronze Lion at this year’s Cannes Lions Festival in Cannes, France.
This award was for its acclaimed ‘Make Sense of the Present’ campaign for the Apartheid Museum in Johannesburg and was in the Print & Publishing category. The campaign was also shortlisted for Craft in Art Direction.
The campaign was devised to remind us that when Apartheid ended, the destructive social patterns it established were not magically undone. Each ad shows how contemporary events in South Africa find an echo in some of the most poignant photographs from the Apartheid era, sending a message to the younger generation: If you want a deeper understanding of what is happening right now, start with a visit to the Apartheid Museum.
“It’s great to be a part of a fantastic showing for the TBWA group at Cannes in print and radio this year. We are especially pleased that it was the Apartheid Museum campaign that received recognition, both for our clients who work so hard to fulfill a vital contextual role in contemporary South African society, and for the fact that this is really important message about our country that we would love to amplify as much as possible”, says Rob Rutherford, Executive Creative Director of OpenCo.