21 ICONS South Africa in conjunction with its sponsors, Mercedes-Benz South Africa, have launched a series of activations and exhibitions at various consumer touch points around the country. The events will demonstrate that the project has built an integrated, multimedia platform to impart key attributes and messages of extraordinary South African leaders of the past and present to the public and to connect with local and international audiences.
The 21 ICONS project is an initiative aimed at documenting the lives of iconic individuals through fine art portraits, intimate conversations and short films, behind the scenes photography, written narrative as well as feature length documentaries into a truly converged visual experience to shape perceptions and transform societal norms, and impacting the communities around them.
The first leg of the campaign kicked off on Saturday 22 November at the Cape Town and OR Tambo international airports where promoters handed out copies of the City Press, the project’s chosen print media partner, and created awareness and hype about the ‘Me & My Icon’ selfie competition.
Members of the public are encouraged to snap a selfie with a 21 ICONS collectable portrait poster inserted in the newspaper and post the picture alongside a short personal message to the featured icon on the 21 ICONS Facebook page. Readers can enter the selfie competition until 7 December 2014 and on 10 December an official draw will be held at Media 24 head offices and the winner of the new Mercedes-Benz C-Class will be announced.
Early next year the 21 ICONS project will also be showcased at the V&A for an extensive, full-spectrum indoor and outdoor exhibition.
The promotions intend to encourage the community to actively engage with the icons and these platforms offer a unique opportunity to align the brand with a remarkable collection of South African leaders.
