The 2014 Woolies Back to School campaign sees the retailer partnering with internationally acclaimed origami artist, Sipho Mabona, to create bespoke artworks for an ad campaign that centers around safety features and the unique innovations that make their Back To School range different.
The campaign is called Woolies Kids Get So Much More, and it illustrates the innovations that have made Woolworths school clothes famous for:
Sipho will add his interpretation and artistry to create the campaign props that will bring these innovations to life.
Sipho’s origami art has been used in ad campaigns by many international brands and has been featured in galleries around the world. He creates objects and sculptures by folding a simple sheet of paper and transforming it into an eye catching masterpiece. This process of folding paper is a Japanese art form from which the name Origami is derived and dates back to the 17th century. “Origami is an art that relies heavily on the imagination of the beholder. Children have wonderful imagination, so it’s been great to work on something for children”, commented Sipho Mabona.
Sipho has been creating paper airplanes since the age of 5, and after 15 years of folding paper planes, he ran out of designs and turned to origami for inspiration. Now aged 33, his styles include intricate representational designs to abstract geometrical shapes.
Learners from two Cape Town primary schools: Harvest Primary, in Mitchell’s Plain, and Wesbank 1 School in Kuilsriver, will have an opportunity to be taught the art of origami by the master himself. The grade 6 and 7 learners at each school will experience a 1-hour workshop on 08 November.
“It is a privilege for us to be able to bring such a unique art form to learners in South Africa,” says Fred Benistant, Creative Director at Woolworths. “Origami is an interesting and specialised skill that embraces something as basic as a flat piece of paper and turning it into something spectacular, of high value. There are very few people as skilled in this art as Sipho, so learning from him is a great honour.” he continued.
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