AT A GLANCE
While working at Animal Farm creative consultancy, Porky Hefer and myself were playing around with some of the toys we kept in the office to keep our minds young and imaginations active. With the upcoming 2010 World Cup in the back of our minds, we had an “architectural foray with Lego” that resulted in a big idea for Coca-Cola.
While working at Animal Farm creative consultancy, Porky Hefer and myself were playing around with some of the toys we kept in the office to keep our minds young and imaginations active. With the upcoming 2010 World Cup in the back of our minds, we had an “architectural foray with Lego” that resulted in a big idea for Coca-Cola.
THE CHALLENGE
The main challenge with this idea was that we first had to convince Coca-Cola South Africa of the validity and awesomeness of the project as they were not a current client of ours and we were not working from a brief. In fact, we had no contacts within the company. Fortunately, it fitted in perfectly with Coca-Cola's recycling initiative “Live for a difference”, with its goal of recovering and reusing 50% of their packaging worldwide by 2015.
The main challenge with this idea was that we first had to convince Coca-Cola South Africa of the validity and awesomeness of the project as they were not a current client of ours and we were not working from a brief. In fact, we had no contacts within the company. Fortunately, it fitted in perfectly with Coca-Cola's recycling initiative “Live for a difference”, with its goal of recovering and reusing 50% of their packaging worldwide by 2015.
THE IDEA:
Construct a series of oversized football fans made entirely of recyclable Coca-Cola crates and placed them amongst key tourist locations across the country.
Construct a series of oversized football fans made entirely of recyclable Coca-Cola crates and placed them amongst key tourist locations across the country.
The construction of the Coca-Cola Crate Fans was in itself an engineering feat. Being able to keep such a huge structure stable, meant that the foundations needed to include steel cabling, giant water bottles, weighted sandbags and further reinforcements along the harbour wall to support the weight.
The project was managed by Art at Work Art Project Management, who fought tirelessly to keep the original scale and detail and to secure the awesome location of Mary Fitzgerald Square in Newtown, Johannesburg central, and the V&A Waterfront in Cape Town.
RESULTS:
Standing 15 metres high and consisting of over 2600 red Coca-Cola crates, the structures were initially intended to stand for one year but three years down the line they are still a much loved and visited feature of the V&A Waterfront in Cape Town.
Standing 15 metres high and consisting of over 2600 red Coca-Cola crates, the structures were initially intended to stand for one year but three years down the line they are still a much loved and visited feature of the V&A Waterfront in Cape Town.
⚽ 25m+ photographs taken ⚽
⚽ Year on year extension 6 years running ⚽
⚽ Adapted for both Christmas and The Olympic Games ⚽
⚽ Most recognisable public installation in South Africa ⚽
⚽ Year on year extension 6 years running ⚽
⚽ Adapted for both Christmas and The Olympic Games ⚽
⚽ Most recognisable public installation in South Africa ⚽
