Kumala Wines have differentiated the brand though colour, vibrancy and a disruptive approach which serves as a beacon of light amongst competitors. It takes on a typical SA attitude and invites consumers to live a vibrant life of variety and to take time out and have fun!
To create a fun and vibrant 3D activation that draws attention to the Kumala KEEP IT KOLOURFUL campaign launch.
We chose the V&A Waterfront as the main location for the 3D activation to take place as the area ticked all the right engagement boxes. Our inspiration for the environment came from the highly creative campaign that shows a series of animated wildlife sporting fun while talking to provenance and the brand’s viewpoint.
A highlight of the activation was the much-loved Kumala Kolourful Zebras that were positioned around Cape Town during the activation time. We selected four of the campaign artworks and treated each of the fabricated zebras as a draw card to the message.
We designed giant 3D letters that consumers could colour in over the 3 activation days. The extremely colourful environment at the V&A Waterfront communicated the brand campaign well and our activators were dressed in Kumala colours as an extension of the theme.
People were encouraged to take time out and have some fun by stopping at the Kumala KEEP IT KOLOURFUL activation zone. Daily prizes were up for grabs as the activation was linked to a social media competition:
‘Kolour in a piece of the campaign, take a selfie, upload to social media and stand a chance to WIN!’ #Kumalawines #KEEPITKOLOURFUL