Ogilvy to handle Trans Cape - African art exhibition

Advertising giant Ogilvy Cape Town has won the Cape Africa Platform account with a brief to creatively implement a communication campaigns that will position the brand as a uniquely African experience and develop awareness of contemporary African art as something meaningful, accessible, experiential and exciting.

Cape 2006 has launched Trans Cape, South Africa's first and largest contemporary African art exhibition, which will open in Cape Town on September 23 and run for four weeks. Work from approximately 70 contemporary artists from across Africa will be showcased.

Cape Africa Platform aims to improve arts awareness in South Africa and encourage local youth to adopt art as a cool, exciting way to navigate a complicated, issue-filled world and explore their sense of African and South African identity.

Ogilvy's brief is to create a new South African audience (particularly youth and previously disadvantaged communities) who get involved in, comfortably talk about and appreciate art and culture.