[youth Provocation]

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Apartheid Museum ‘Make Sense of the Present’

Market: South Africa
Media: Poster, Press
Agency: TBWA | The Open Collaboration
Credit: Executive Creative Director, Copywriter
Awards: One Show Gold, Silver, Bronze; Cannes Lions Bronze, Shortlists X 4

In 2016, any South African younger than 22 had never lived under Apartheid. Amongst this generation, there was a feeling creeping in that Apartheid had nothing to do with their struggle to navigate a turbulent society and achieve their potential. But so many of the challenges they faced had their root in systemic patterns that still lingered. The Apartheid Museum wanted to launch a campaign that could show this generation how important it still was to understand the history. The result was this out-of-home and print campaign, juxtaposing some of the most iconic images from the distant and recent past.

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