Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Digital Dompas"
Apartheid Museum

OpenCo

How can the inconvenience of a cycle race and social media start a conversation about the fundamental human right of freedom of movement?

Every year the world's second largest cycle race shuts down 100’s of kilometers of Johannesburg's roads. This makes a lot of people very angry and gave the Apartheid Museum the perfect opportunity to remind the country of one of the more heinous artifacts of Apartheid, the Dompas. A document all black South Africans had to carry to enter whites-only areas, severely hindering their freedom of movement.

On the day of the race, we followed the cycle race's hashtag to mine tweets of citizens who expressed their frustration at the inconvenience of them not being able to move freely. We took their name and profile picture and created a Digital Dompas for them which we tweeted back to in real-time which also functioned as a free pass to visit the Apartheid Museum.