With only a few short months to go before the world’s attention is focused on football and South Africa, Woolworths has enlisted some top local and international names for its winter 2010 campaign, themed ‘Play the World’. ‘Play the World’, explains Woolworths Divisional Director of Marketing, Charmaine Huet, is about celebrating South Africa’s passion and energy and about South Africans rallying together to welcome players and spectators to our shores. Shot by world-renowned photographer and creative director, Oliviero Toscani, the campaign features a number of instantly recognisable faces, including model Alek Wek, singer Lira, and football legends Luis Figo and Lucas Radebe. Says Huet, “For several years, Woolworths has featured ‘real people’ in our seasonal advertising campaigns. We have always tried to feature exceptional South Africans – people who, because of their accomplishments and talents, are role models for our young people. These have included iconic South Africans like Desmond Tutu, Hugh Masekela and Miriam Makeba, sporting legends like Roland Schoeman, Oscar Pistorius, Victor Matfield, Roxy Louw, and, of course, Lucas Radebe, who we’re very fortunate to have as part of this campaign, as he is, of course, South Africa’s Ambassador for 2010.” Huet continues, “In June and July 2010, the world will be focusing on South Africa, and we will be welcoming visitors from every continent to our country. Our aim with ‘Play the World’ was to create a campaign that recognises the role that South Africa will be playing and that celebrates the unique passion and energy of our country and its people. In light of the international focus, we decided to expand our horizons beyond our borders and to find international icons who we could honour along with some of our South African stars. “We are absolutely delighted to have a celebrated photographer of Oliviero Toscani’s stature shooting for us, and are also very excited to be able to feature people like Luis Figo and Alek Wek, who of course is from Africa, alongside our home-grown ‘real people’ including Lucas, Lira, Gina Athens and Gerda Marie.” Toscani is passionate about South Africa and its people. Probably best known as the man who built the United Colors of Benetton into one of the world’s most recognised brands, he has also been the creative force behind some of the world's most successful magazines and brands, including corporate images and advertising campaigns through the years for Benetton, Esprit, Valentino, Chanel, Fiorucci, and many others. LOOKS FOR THE SEASON ‘Heritage’, in the form of plaids and checks, soft fabrics and textures, is an important theme for Woolworths for winter 2010, especially in knitwear and Classic Collection. Woolies will feature a modern, romantic take on the 80s, particularly in its Studio.W and re_ jeanswear ranges. A romantic rock chic look with attitude will also be evident in the re_ range.

With only a few short months to go before the world’s attention is focused on football and South Africa, Woolworths has enlisted some top local and international names for its winter 2010 campaign, themed ‘Play the World’.