Project Description
To celebrate the launch of the Special Edition Corolla we decided that the use of Zulu love letters as an art directional device would be a fitting way of celebrating SA’s most-loved car, the Corolla. This quickly grew from an art directional device to one of our most ambitious billboards yet. The biggest beaded love letter ever to be exact. But then we asked ourselves, what if we created a billboard that not only spoke about love, but also spread the love? To this end we partnered with Woza Moya, the economic empowerment project of the Hillcrest AIDS centre Trust, in KZN to help us execute this audacious creation and KZN being the home of Corolla made this partnership the perfect match.
The final love letter was made up of 138 000 hand stitched beads and weighed in at almost a ton. It was craned into position next to the M1 highway in Gauteng where it lived for most of heritage month. But what’s more, this billboard tripled the crafters income for two months and raised funds for Woza Moya and the community. That’s one beaded billboard spreading a whole lot of love.
We supported this campaign mainly through social media channels because Toyota has such an active and engaged following.
