Cannes Lions

MUSEUM

OPENCO, Johannesburg / APARTHEID MUSEUM / 2015

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Overview

Entries

Credits

OVERVIEW

Execution

We compared the social context of Apartheid-era South Africa with the state of South Africa today. Very quickly it became clear that the imperative to understand the history of Apartheid has never been more urgent. As a country, we are still battling against destructive patterns established during Apartheid, which continue to manifest themselves in modern South African life: ‘riot’, ‘strike’, ‘murder’ and ‘massacre’ are unfortunately still a part of the country’s lexicon.

Outcome

To prompt people to achieve more than a superficial understanding of the present state of South Africa and how to steer it to a better future, we demonstrated how the patterns created by Apartheid underlie many of our present challenges. In so doing, we proved that the Apartheid Museum has never been a more relevant destination than it is right now, particular for the younger generations.

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