SASOL New Signatures was established by the South African Association of the Arts Northern Transvaal (now Association of Arts Pretoria) to provide a career building platform for emerging artists. The competition has always been closely aligned with various university art conservatories, giving students an opportunity to showcase and benchmark their work. This illustrious New Signatures competition has and continues to contribute to the growth and development of art academies throughout South Africa.
We were given complete creative freedom to conceptualise a campaign that would capture the attention of emerging artists and key industry role players. Because 2015 was considered such a success, we have been given this responsibility every year since then.
For 2019 in particular, we were asked to push the boundaries by connecting the competition’s vision with an existing SASOL brand message that explored being “limitless”.
By relying on our focused strategic approach, we had to convince rising artists to enter the competition. Our creative concept and execution hinged on one insight – art can be constructed and interpreted in an infinite number of ways, all woven together by the viewer’s subjective perspective. Art is truly limitless.
The brand’s messaging was present throughout the campaign, including the full creative design, the photoshoot, the roll-out process across above the line marketing channels, as well as digital and direct marketing platforms.