Savanna’s #TwirraShadeProject sees custom designed shaded ‘tree benches’ and wall murals around South Africa over the December period, providing ‘shade’ during some of the hottest months of the year, when people are on holiday out and about living their best lives.
The latest campaign taps into Twitter Shade because, ‘Twitter shade is so abundant in our land, that Savanna has recycled it into something useful – real shade to provide relief from the hot African sun this Summer, which, coincidentally, also has zero chill bathong!’ explained Eugene Lenford, Marketing Manager for Savanna.
‘Like all good ideas, the #TwirraShadeProject started as a joke. We figured that there’s so much shade being thrown around on Black Twitter every day, if we could harness it we could probably solve the global warming crisis – I mean there is shade for days, shade for millennia really. So that’s what we did. With our tongues firmly in our cheeks, we turned Twitter shade into real shade by building bespoke TwirraShade trees, alongside the very clever team over at Thinking. The result is a cut-through outdoor campaign, which is supported by a robust social and digital campaign designed to get people talking and engaging,’ said Steph van Niekerk, Creative Director Grey / WPP Liquid.
Savanna is known for its crisp and witty take on the ironies of South African life under the banner of #SiyavannaSouthAfrica, and this campaign is an ode to South African Twitter with socially and culturally relevant content. The campaign’s teaser went viral within hours after launch. Enjoy the extra shade in Johannesburg, Melrose Arch, Newtown Junction and in Cape Town at the V&A Waterfront.