Our Work - We are what we repeatedly do. Excellence, therefore,
is not an act, but a habit. - Aristotle

Africa Village - FIFA 2010 World Cup Reve

Be HEARD, Be SEEN, Be KNOWN...

The brief
Promote and profile South African host cities during the 2010 logo unveiling in Berlin

The client sought a service provider who could:
  • Engage over 2 000 international media representatives attending the unveiling.
  • Communicate effectively and efficiently between exhibitors LOC and FIFA.
  • Management of a 4 day buildup campaign to the event.
  • Manage an interactive Media Centre.
  • Co-ordinate 12 exhibitors.
  • Secure over 100 volunteer labourers.
  • Liaise with over 15 bodies including police, BKA and military.
  • Manage the logistics of 11 000kg's of freight expected in Germany,
  • Manage over 300 contractors appointed to the project.
  • Manage invitation and registration processes.
  • Supply uniforms and costume design for events.
  • Design and build exhibition stands for exhibitors.

Delivering a Solution

Key challenges
  • To present to and educate international media on the sophistication of contemporary South Africa.
  • Create and "sell" to each exhibitor (host cities and government stakeholders) a uniform design execution.
  • Arrange and manage logistics in an overseas market within a 3 month period.
  • Adherence and operation with FIFA, 2010 LOC, host cities and brand South Africa architecture.

Solution Highlights

The people of Africa are the gatekeepers of the continents' legacy - through the people the LEGACY is brought to life.
  • Inherent in the treatment of the various event elements should be a MAMA AFRICA's spirit, vibrancy and colour.
  • Integral to the creative execution were the people, the drum, the horn, the spoken word, music and dance as notable vehicles and instruments of communication in traditional African societies of yesterday.
  • Imperative were the positioning of South Africa as a sophisticated technology leading country, that presents itself as a juxtaposition of its legacy and its future.
  • Thematic soccer elements formed part of the visual language.
  • We included dancers, buskers and singers in and amongst delegates during the exhibition to create movement and energy.

The results
  • Successfully launched the "Africa Village" to over 2000 world media.
  • Exhibited and educated South Africa through the platform we created.
  • Designed all communication around the contemporary brand South Africa, to break stereotypes.
  • A fully integrated brand messaging system was utilized, from audio visuals, to live performers, to media PR.
  • Project was delivered within budget, on message and on time.

Project Milestones:
  • Chosen by the SA LOC committee as the successful tenderer from over 150 RFP's;
  • The first African company to be appointed in the history of FIFA.