First Thursdays at the Silo District, sponsored by American Express

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Dec 6

An immersive experience in support of South Africa’s creative sector

The brief

Following the success of the Amex ZA Graphic Arts Challenge, American Express committed to continuing its support of the creative industries in South Africa by sponsoring the quarterly edition of First Thursdays at the Silo District of the V&A Waterfront in Cape Town.

The first edition took place on 2 November 2023, with an immersive experience developed for the public and American Express Cardmembers inside the iconic Zeitz Museum of Contemporary Art Africa (MOCAA).

Breinstorm Brand Architects (BBA) served as the activation agency, collaborating with the First Thursdays and American Express teams to bring a joint vision to life. Nedbank, as the authorised card issuer and merchant acquirer of American Express in South Africa, helped to run and organise the project.

The transformation

Curated brand experience

From a popcorn stand and photo booth just outside the Zeitz MOCAA entrance to animated projections on the silos inside the museum, the American Express brand was thoughtfully embedded throughout.

Supporting SA’s creatives

Mark Modimola, one of the five winners of the Amex ZA Graphic Arts Challenge, and curator Anelisa Mangcu were invited to participate in a panel discussion within Zeitz MOCAA, hosted by American Express and IQOQO. Mark Modimola’s winning artwork also featured on Amex branding throughout Zeitz MOCAA.

Considered engagement with media

To engage arts media and influencers, a desk drop included a limited edition art print of Mark Modimola’s Ubuntu Flux and the opportunity to have it signed at the event.