We wanted to show CNA as South Africa’s go-to destination for Halloween merchandise by playfully decontextualizing popular Halloween characters and showing that they themselves choose CNA for their own Halloween dress up.

The concept was executed through illustration and the nuances of the illustrative style were of key importance to making the idea translate successfully. We aimed to showcase the characters in a way that made them feel personable while holding true to the visual aesthetic and mood Halloween is synonymous with.

Our playful approach to the Halloween thematic saw consumers posting photographs of the artwork on their personal social media pages, giving the 120-year-old South African brand newfound relevance. Furthermore, the brand owned the space of Halloween– a space that no competing retailers were capitalizing on. As a result, CNA became the brand that brought Halloween to South Africans in a far more relevant and accessible way than had been done before.