Es ist ein Geschenk, groß zu träumen

Soziales Design und bürgerliche Innovation, um Chancen zu schaffen, Wege zu beschreiten und eine Zukunft zu planen.

This festive season musician Jimmy Nevis joins a campaign with Novus Holdings to collaborate with young designer Joy Ezeka in creating a limited edition, exclusive gift wrap design. The pair have collaborated in a design featuring South African roadways and transport vehicles to inspire a giv season colourfully and cheerfully rooted in the nation’s communities. Jimmy’s story of success is well known: Originally from Athlone, he knew that he wanted to achieve his musical dream since a young age, and pursued this without the help of a musical qualification, capturing the hearts of South Africans with his single ‘Elephant Shoes’ in 2012.

Joy Ezeka, by contrast, discovered her passion later in life, and finally followed her heart’s calling at 38 years of age to study surface design – an impacting player within the field of design strategy, using Human Centred Design and Design Thinking to approach solutions for community challenges. Novus Holdings, as the third point to this triangular collaboration – is committed to making a sustainable difference in the communities in which it operates.

Jimmy Nevis

Inspired by Nevis’ song ‘7764’ which is a tribute to the Cape Town suburb of Athlone, the imagery represents this small but characterful suburb in the form of road maps and directions. The campaign sheds light on the field of Social Design and its power to address major social issues. An element of ‘access’ perhaps – within economic and suburban demographics. The access to what is seen as simple educational and social rights in one community, are non-existent in a completely different experience somewhere else. These experiences, the hardships of a childhood in a Lesser Economically Developed Country become clear in Nevis’ lyrics of 7764:

Oh, ich bin in meiner Heimatstadt geboren und aufgewachsen
Waffen raus auf den Partys
Waffen raus, Mann runter
Tanzen auf meiner F1
Blaue Lichter, wir sind heute Abend auf der Flucht, hey '

 Wir sehen, wie bestimmte Elemente der Gemeinschaft und der sozialen Existenz die Freiheit bestimmen können, außerhalb von sich selbst zu träumen. Diese Idee von Zugang und Bewegung wird im Rahmen der Kampagne in den Metaphern von Karten, Richtungen, Fahrrädern, Skateboards und Routen für Autos hervorgehoben, um die Vielfalt der Wege und Methoden zu veranschaulichen, mit denen man seine Träume verwirklichen kann. Anhand von Elementen ethischen Designs sowie bürgerlicher und sozialer Innovation, die in dieser Kampagne eine Rolle spielen, sehen wir, wie Herausforderungen auf unterhaltsame und interaktive Weise angegangen werden und Gemeinschaften und Einzelpersonen dazu ermutigen, sich trotz ihrer Umstände zu bemühen. nach Möglichkeiten suchen, Wege verfolgen und eine Zukunft planen.

Collaborative wrapping paper by Jimmy Nevis & Joy Ezeka

“When I was approached to be part of this campaign I jumped at the opportunity to work with talented up-and-coming artist, Joy Ezeka. Seeing our concept come to life on paper has been a remarkable experience.  I hope that the campaign will inspire many this festive season to achieve their dreams, no matter where they come from,” says Jimmy.

Die Kampagne fördert auch die Idee der Zusammenarbeit innerhalb der Künste und die positiven sozialen Auswirkungen des Feldes. Kunst, Design und Musik werden während dieser Geschenksaison in einer stolz südafrikanischen Kreation zusammengebracht und in den Gemeinden verbreitet.

„Ich weiß, woher wir kommen, stolz auf unsere Wurzeln
Madiba manufactured, no China in these shoes’

Revealed and available at Cavendish Shopping Centre, Cape Town, South Africa, as part of their gift-wrapping service over the festive season between 17 December and 24 December – small donations are asked of shoppers, the proceeds of which go to Cape Kidney Association and the SPCA. Nevis will be at the shopping centre between 10am and 12pm on December 21st to initiate the campaign and gift-wrapping service – to shoppers gifts and meet with fans.

 

Pamela Bentley