The creative idea is to splice an iconic Apartheid era photograph with elements of contemporary news photography into one coherent, if dystopian and disturbing, image - this reveals visual similarities between the events, and acts as a metaphor that explains repeating patterns of social discord in South Africa.

We spliced an image from South Africa's past showing a tribal mob attack in a South African hostel, taken in 1990 by Greg Marinovich of Bang Bang Club fame, with an image from South Africa's present: a xenophobic mob attack that made front-page news across the country in April 2015. Together they created one combined image. Wherever the current day image was shown, a spot varnish was added. This helped to distinguish the two images and heighten contrast. The logo was placed in the bottom centre of the image. The campaign line was split on either side of the logo to emphasise the concept. In order to achieve this design, each photographer, whether from the past or present, was consulted and collaborated with in terms of the manner in which their image was used and represented. The end result was a simple but strikingly simple delivery of the concept.

The poster, which was placed shortly after a spate of xenophobic attacks spread across the country, became a massive talking point - deepening the conversation around the attacks from being one centred on superficial symptoms, to instead examining the deep-seated social contexts, especially in relation to the legacy of Apartheid, from which these attacks arose. After it appeared as a poster, it was featured on websites ranging from the political to design-orientated like Design Indaba's. The Apartheid Museum saw an obvious but as yet unaudited increase in youth and student attendance at the museum, and a vast increase in its profile on social media.