How could we find a new way to break through and liberate art from gilded frames and museum halls? How could we invigorate a love for art in the minds and hearts of the nation? And ultimately, how could we get a true work of art in the hands of an ‘ordinary’ South African?

An extraordinary experiential campaign designed to give ordinary South Africans greater access to art. With one newspaper, we gave one lucky South African the opportunity to own a priceless original artwork.

Art is a blessing, but for many people in South Africa it is not accessible to appreciate nor to develop a deep love for it. For over 40 years, Standard Bank has worked to remedy this and to reshape the narrative around art in the country

In the early hours of Sunday 22 May, for the first time ever, The Sunday Times stopped their presses for just long enough to have renowned Standard Bank Young Artist Award Winner Blessing Ngobeni place an original artwork in a random newspaper. Using intuitive GPS technology, The Priceless Print was tracked from the press to its final destination. Within 6 hours, our winner stepped forward to buy their paper and claim the title of South Africa’s newest art collector.

Over 6 million people reached in a . one-day campaign.

Web traffic increased by 1176%

71% of viewers had never been on the Standard Bank Arts page before.