Volkswagen VIVO Nation

To promote their new Polo Vivo vehicle, Volkswagen decided upon a festival to launch and commemorate the event. Bringing together a veritable who’s who of South African hip-hop talent, the launch aimed squarely at a young and very hip crowd.

The launch was in an old shipping yard, with experiential spaces staged amongst the shipping containers. My approach was to deconstruct the festival logo, create a pattern (akin to South African shweshwe prints), and use it as the visual golden thread throughout the campaign.