V&A Waterfront and Platform Creative bring Joy from Africa to the World

A celebration of South Africa’s craft and heritage wins Grand Prix and Gold at Loeries

CAPE TOWN, SOUTH AFRICA – OCTOBER 22: General view during the Loerie Awards Ceremony at The Grand Africa Beach and Cafe on October 22, 2021 in Cape Town, South Africa. The Loeries (The Loerie Awards Company NPC) administers awards for the brand communications industry, in African and the Middle East. (Photo by Misha Jordaan/2021 Loerie Awards/Gallo Images)

The V&A Waterfront’s campaign celebrating the warmth and creativity of the African continent was awarded a coveted Grand Prix, as well as a Gold, in the Interior Design and Temporary Structure category at this year Loeries Awards.

The campaign was conceptualised and rolled out in partnership with Cape Town based Platform Creative Agency. The idea was first sparked two years ago when the V&A Waterfront questioned its approach to the annual festive celebration with a view to challenge age old narratives. Why not an African Christmas that benefits local communities?

In response, Africa’s most visited destination set about reimagining a festive season that would celebrate its African roots. The result was ‘Joy from Africa to the World’, an approach to the festive season that heroes local design and sustainability.

V & A Waterfront Festive Campaign. Client: Platform Creative. Creative Director: Cathy O’Clery.

“We questioned why we were celebrating and reflecting a world that did not look like ours and we realised that we wanted to infuse the Festive Season with purpose and meaning. We wanted to do this in a way that showcased authentic African stories and inspired joy. We wanted to buy less imported decorations that got thrown away, and instead support local, and to reuse and recycle,” explains Tinyiko Mageza, Executive Manager: Marketing at the V&A Waterfront.

“Being awarded at the Loeries means the world to us. It means that what we are doing resonates, and it’s a recognition of the amazing culture, heritage and creativity that is right here in our country and on our continent. We don’t need to look at other countries to be inspired. I hope, instead, that the rest of the world can look to us to see a different narrative about Africa and find joy and inspiration in what we do,” she continues.

“This award, which confirms the huge impact we can have when we do business differently, shows the shift that is happening in our creative industry. Collaboration and co-creation are the way of the future, and we simply cannot ignore the need for alternative, sustainable, eco-friendly modes of production,” said Cathy O’Clery, Creative Director at Platform Creative

“The V&A Waterfront recognising the impact it could have on this local creative community was the turning point to making change. By utilising the talent and skills that exist on our own shores we created a festive season that authentically speaks to the people who live here, making them proud to be South African,” she added.

“It’s an honour to receive a Loeries Grand Prix. We hope it encourages other South African businesses to relook the way they do things, and to call on the powerful community of designers and makers we have right here in South Africa. We need to tell more stories and produce more opportunities that are unique to us, so that our shared culture and vibrant heritage can be celebrated with pride and joy,” finished O’Clery.

For more information, visit the Joy From Africa website or follow the hashtag #JoyFromAfrica to be part of the V&A Waterfront’s journey of change and compassion.