Pendoring Awards Finalist

Bullet PointStudent Integrated Multimedia Campaign

Bullet PointTactical Use Of Print

Problem

In today's disruptive world, African people are experiencing a disconnection from their rich cultural roots. The prevalence of everyday distractions has caused individuals to grow distant from each other and their cultural heritage, resulting in missed opportunities to explore, appreciate, and learn from their diverse traditions. This disconnection threatens the preservation and continuation of African culture, leading to a pressing need for a campaign that re-establishes and strengthens the cultural connection among African people.

Insights

In South Africa, linguistic diversity is a key feature, reflecting the country's multicultural nature and highlighting the importance of inclusivity. Lion Safety Matches have gained cultural significance beyond their practical use, becoming symbols of national pride, warmth, and cherished memories. Similarly, the traditional board game Morabaraba showcases African heritage and history, entwining it with recreation and cultural identity. The game's adaptation, including the use of cows as counters in the South African version, illustrates how traditions evolve in different contexts while maintaining their roots. Both Lion Safety Matches and Morabaraba emphasise community engagement, fostering shared experiences and the passing down of traditions. Furthermore, Lion Safety Matches' sustainable production from pine underscores environmental responsibility and adherence to safety and quality standards.

Concept

During load shedding, there's no need for frustration - seize the opportunity to ignite the essence of your African heritage, culture, and identity. Families can come together and joyfully engage in Morabaraba, a traditional board game, fostering reconnection and reflection on the abundant traditions, values, and experiences intertwined with African culture.

Solution

The Lion Matches Company's objective was to engage with Zulu culture through a comprehensive approach involving packaging, advertising, and posters. To enhance the matchbox design, a contemporary interpretation of a tribal pattern was selected to effectively resonate with the intended audience. Integrating the essence of matches and tribal motifs, the Morabaraba game board design was thoughtfully crafted to harmonise with the campaign's established colour scheme and typography. Notably, the game board's portability was enhanced by its foldable design to conveniently fit within a matchbox. The use of cow patterns on the game's playing pieces was a deliberate choice to communicate the game's cultural significance. Poster designs unified all campaign components, artfully combining tribal patterns, match imagery, and colour palettes. Employing a bus stop as a platform facilitated direct engagement with the local community, while an advertisement depicted a Zulu family participating in the cultural tradition of Morabaraba. The video's stylistic portrayal drew inspiration from the illustrative realism commonly observed in South African townships, adding an authentic touch to the campaign's visual representation.

Posters

The poster designs feature various illustrated elements seamlessly integrated into the campaign. The initial poster design revolves around the illustration of an ignited match and includes select Zulu words from the campaign. The second poster aims to highlight the Morabaraba game, which encourages collective memory-making.

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Packaging

During the matchbox design process, a modernised tribal pattern was chosen to symbolise and connect with the target audience, specifically the Zulu community. Inspiration was drawn from pre-existing tribal patterns, which were then updated for integration throughout the campaign. The resulting matchbox design prominently features this pattern and incorporates the lion logo to enhance brand recognition for consumers.

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Board Game

Morabaraba, a renowned cultural game within Zulu traditions, has nurtured connections and enjoyment for centuries. The game's core goal is to unite people and families, enabling shared moments and enjoyment. To create a link to Lion Matches, the game features match-shaped outlines, while tribal patterns integrate cultural elements, elevating visual allure. The central lion logo emphasises the brand's presence. Notably, the game board's foldable design, conveniently fitting into a matchbox, ensures versatile play. The cow-shaped pieces are essential, representing the means to play the game. These silhouettes symbolise the sacred significance of cows in Zulu culture, and their design harmonises with the board's aesthetic for consistency.

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Advertisement

In today's disruptive world, African people are experiencing a disconnection from their rich cultural roots. The prevalence of everyday distractions has continuation of African culture, leading to a pressing need for a campaign that re-establishes and strengthens the cultural connection among African people.

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Campaign Roundup

In today's fast-paced world, African individuals find themselves distanced from their rich cultural heritage due to modern distractions, leading to missed chances for cultural exploration and learning. This disconnect poses a threat to African culture's preservation, necessitating a campaign to rejuvenate and reinforce the cultural bond among Africans. The Morabaraba board game, embodying African heritage, became a focal point for rekindling cultural identity. The Lion Matches Company's solution involved a multi-faceted approach, utilising packaging, advertisements, and posters to engage with Zulu culture.