V&A WATERFRONT | JOY FROM AFRICA TO THE WORLD

PR and media relations | Influencer engagement | Content creation | Events and activations

Some years ago, the V&A Waterfront questioned its approach to the festive season with a view to challenge age-old narratives. Why focus on Euro-centric concepts and a world that did not look like ours? Why not an African Christmas that benefits local communities? 

In response, Africa’s most visited destination set about reimagining a festive season that would celebrate its African roots. The result was ‘Joy from Africa to the World’, an approach that heroes local design and sustainability, supports local crafters and businesses, and inspires other businesses to do the same.

For four years we have worked with the V&A Waterfront as a proud partner to bring this wonderful campaign to life. (stats below from 2021 campaign)

Project concept and design by Platform Creative

SILVER PRISM Awards winner - Travel and Tourism category 2022 | 14 million people reached through 51 pieces of earned media coverage | 50 influencers engaged | 12 media and online partnerships | Organic social reach of over 2 million | 300 jobs (crafters, artists and small businesses) supported.