The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Print
Annual ID
OS22_PT023B
About the Work
An estimated 2.9 million African migrants live in South Africa, seeking work and better opportunities. But unfortunately, South Africa is one of most hostile destinations in the world for them.
As a brand known and loved throughout Africa, Converse wanted to add its voice to the call to stop xenophobia.
Introducing Converse Unity Laces. We identified the African countries that have the most expats living in South Africa and used each of their flags to inspire lace designs, with one half of the lace representing an African country and the other half representing South Africa. When laced, the two countries become intertwined, symbolising African unity.
Unity Laces were launched in Converse stores on Africa Day on the 25th of April with a never-seen-before poster installation to bring to life the limited-edition range. Each installation was made up of two posters, each with larger-than-life eyelets on a Converse shoe. With Unity Laces, the posters were joined together, showcasing various African countries uniting with South Africa.
Customers received a free pair of limited-edition Unity Laces with every purchase of Converse, which in turn sparked a conversation around prejudice against foreigners and inspired Africans to celebrate their differences, embrace African unity and stand united against xenophobia.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Joe Public United / Johannesburg
Art Director
Zamani Ngubane
Ovayo Ntlabati
Copywriter
Caroline Bergh
Chief Creative Officer
Pepe Marais
Xolisa Dyeshana
Creative Director
Assaf Levy
Account Management
Amber Mackeurtan
Asbo Ofori-Amanfo
Brand Representative
Bradley Knowles
Production Manager
Manuel Lopes
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