For centuries African creativity has been living in the shadow of the West. Our artists have influenced some of the world’s greatest works of art… But few of these inspiring Africans have ever been acknowledged for their contributions.

Without creative heroes to look up to it was difficult to break the shackles of our colonial past and to elevate our continent’s own vibrant creativity.

We needed a revolution. One that celebrated the immense value of our own art, fashion and music.

And so, One Source Live set out to become a symbol of Africa's cultural liberation. It included a festival, short film and fully integrated campaign that elevated the new heroes of African creativity.

The festival gave creative instigators control over their own stages. Allowing them to fully express themselves, elevate and collaborate with their choice of artists and create a platform to light the fire of Africa’s Creative Revolution.

One Source Live included a festival:

• An event that was packed to capacity (2500 people).

• Multiple stages, live musical collaborations, fashion shows, art exhibitions, fashion shoots and a live album recording.

• Performances from 48 artists, including Khuli Chana, Patoranking, Sho Majozi, Bongo Maffin, DJ Maphorisa, Youngsta, J Molley, Thando Nje, Una Ramz, Marley Bloo, Muzi and more.

• An event film (YouTube, Facebook, TV)

• A content series (MTV, YouTube, Facebook)

The integrated campaign included:

• A short film (TV, Facebook, YouTube)

• Billboards

• Microsite housing the content (Web, Mobile)

• On-going Social Engagement (Facebook, Instagram, Twitter)

• Online Videos with Africa’s creative stars inviting participation (Facebook, Instagram)

• Influencer Marketing (Facebook, Twitter, Instagram)

• On-con and off-con activations

• 4 "Limited edition Packs” featuring our key influencers

• PR (digital, social, free TV and radio airplay on major channels)

The campaign outperformed all expectations.

• It generated 525 million media impressions

• Earned $5,2 Million in free media

• Increased sales of Absolut by 41% year-on-year

PR elicited over 500 earned stories (400% more than expected)

• The brand Absolut was mentioned in 80% of these stories

• 100% of mentions were positive

• Our message reached over 150 million people across the continent, including a global feature on CNN.

• The campaign narrative was spontaneously endorsed by the media with City Press calling it, “A multifaceted festival celebrating the real-life superheroes of African creativity.”

• Other prominent media headlines included, “Rewriting Africa’s story” and “Africa, the source of humanity and creativity.”

• The name ‘One Source’ became synonymous with Africa’s Creative Revolution.