| Заголовок | Massacre |
| Агентство | OpenCo |
| Кампания | Make sense of the past |
| Рекламодатель | Apartheid Museum |
| Бренд | Apartheid Museum |
| Posted | Сентябрь 2015 |
| Бизнес сектор | Права человека |
| Слоган | Make sense of the past Apartheid Museum Make sense of the present |
| История | In 2015, there is an all-too-common tendency to believe that the history of Apartheid is no longer relevant, and that it doesn’t affect contemporary South Africa. We were tasked with creating a campaign that would re-affirm the relevance of the history of Apartheid in contemporary South Africa. In so doing, we would be able to attract more people, especially the younger generation, to the Apartheid Museum. We compared the social context of Apartheid-era South Africa with the state of South Africa today. Very quickly it became clear that the imperative to understand the history of Apartheid has never been more urgent. As a country, we are still battling against destructive patterns established during Apartheid, which continue to manifest themselves in modern South African life: ‘riot’, ‘strike’, ‘murder’, 'mob' and ‘massacre’ are unfortunately still a part of the country’s lexicon. |
| Тип медиа | Печать |
| Главный креативный директор | Louis Gavin |
| Исполнительный креативный директор | Rob Rutherford |
| Креативный директор | Darren Borrino |
| Стратег | Sean Donovan |
| Арт-директор | Sheldon Stewart |
| Арт-директор | Darren Borrino |
| Копирайтер | Rob Rutherford |
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