Converse Unity Laces
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Poster Campaigns / 2022
Converse wanted to add its voice to the call to stop xenophobia in South Africa. Joe Public United identified the African countries that have the most expatriates living in South Africa and used each of their flags to inspire lace designs, with one half of the lace representing South Africa and the other half representing another African country. Unity Laces were launched in Converse stores on Africa Day with a poster installation to bring the idea to life. Each installation was made up of two posters, joined together by larger-than-life Unity Laces, showcasing various African countries uniting with South Africa.
What did the judges have to say?
"It helped tell the story of unity among the Black community, who have spent decades killing themselves."
Esosa Osagiede, Creative Lead, Leo Burnett Lagos
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