The strategy was to build the ‘C’ iconography, and the creative idea was to pass on the opportunity of self-expression and individuality to the artists of the city. Thus the brief: “Energise and beautify the City. Reflect the C for the City”. In terms of branding, the only criteria were that the artists should include a ‘C’ in the work and that it should be signed ‘For the City.’ Otherwise, they were free to interpret the brief in any way they wished.

The Jo’burg canvas now comprises 39 Billboards, 25 logo sites and 61 paint sites; a total of 200,000m² or the equivalent of 330 soccer fields! Where many corporations have their own corporate art galleries, Cell C now has the ‘biggest’ art gallery in South Africa – and possibly the world – and it is priceless, because it belongs to the people of Jo’burg. The ‘For the City’ ‘artdoor’ campaign is now being rolled out to Cape Town and Durban.