Jacaranda Art Challenge, sponsored by American Express
Transforming Johannesburg’s cultural canvas.
The Jacaranda Art Challenge, a collaboration between American Express and Keyes Art Mile in 2024, helped American Express establish a meaningful presence in Johannesburg's cultural landscape through a creative competition that transformed the city's Jacaranda trees from natural heritage into artistic expression, culminating in a permanent installation at Keyes Art Mile.
The brief
American Express sought to develop its presence within Johannesburg's cultural and artistic landscape through meaningful community engagement. The business objective centred on establishing connections with the creative community while providing distinctive experiences for cardmembers. The strategy needed to transform cultural sponsorship into sustained brand value while reinforcing Keyes Art Mile's position as a contemporary art destination.
The transformation
Cultural heritage integration
We identified the Jacaranda trees as Gauteng's seasonal signature, transforming this natural icon into a creative platform for artistic expression. The competition invited diverse interpretations of these beloved trees, establishing meaningful connections between American Express and local heritage. This approach demonstrated how global brands can engage authentically with community touchpoints through creative dialogue.
Spatial innovation
The winning artwork's transformation into a large-scale mural on Keyes Art Mile's façade created a lasting imprint on Johannesburg's cultural landscape. This architectural intervention connected brand presence with creative expression in the urban environment, contributing to the precinct's position as a cultural destination. The installation serves as a visual testament to American Express's commitment to arts patronage.
Experience architecture
We strategically aligned the Jacaranda Art Challenge awards ceremony with Keyes Art Night, creating purposeful intersection between audiences. The integration enhanced American Express's existing sponsorship, where the first 100 cardmembers receive exclusive hospitality experiences. This timing ensured valuable cross-pollination between art challenge participants and Keyes Art Night regulars, strengthening the brand's position within Johannesburg's cultural ecosystem.
Finalists
Winning artwork
Purple Hive, r1.
Transforming cultural sponsorship into sustained brand value
The Jacaranda Art Challenge invited creative practitioners across disciplines to submit works inspired by Gauteng's purple canopy. The initiative engaged established figures from Johannesburg's art community in the selection process, ensuring curatorial rigour. Nine finalists were chosen from the submissions, with the winning artwork selected for its distinctive interpretation of the brief and potential for architectural adaptation. The translation from original artwork to large-scale mural required innovative technical solutions, creating a seamless integration between art and architecture.