Africa United
|
From the outset, the FIFA World Cup 2010 was branded an African World Cup. It was after all the first time the soccer spectacle had been hosted on African soil. Advertising agencies stepped up to the challenge. MTN, with its large African footprint specifically celebrated the African teams at the World Cup. Visitors were quick to note how South Africans shifted allegiance, as soon as their team fell out of the World Cup, their support moved to the remaining African teams – specifically Ghana, which made it through to the quarter finals. As the green and gold faded from the fixture list, locals sought to shine the Black Stars of Africa. A multitude of Ghanaian flags adorned cars, homes and supporters. This single act of inclusion flew in the face of xenophobic tensions, which were rife in some South African communities only two years before the event. This specific moment of unity, across South Africa and the rest of the continent is remembered with great pride. Communities, celebrated in new public spaces, embraced previously undiscovered public transport options and adorned their spaces with flags from other nations, while feeling as much hope in their endeavor as they would for their home team, successfully united Africans around a common cause – World Cup glory. PodcastsGaby de Abreu, creative director of the Switch Design GroupIn interview with Lynda Relph-Knight, Design Week (UK), at his Johannesburg office, 21 May 2010. FilmsGallery     |