Jive - Dala Your Colour - Bo-Kaap Museum

Jive #DalaYourColour

As Summer 2020/2021 approached, the Western Cape's most colourful cooldrink brand JiVE sought to bring joy and colour to the community after a gloomy year. The most colourful neighbourhood of them all, Bo-Kaap, was ideal, but what few realise is how colour symbolises self-expression for the people of Bo-Kaap, whose slaves ancestors had to live in white homes. In a symbolic gesture to celebrate resilience, community, heritage and culture, we whitewashed some iconic Bo-Kaap homes before restoring them to vibrant colour in a highly successful, festive media event for Bo-Kaap’s community heroes, Cape Town Mayor Dan Plato and other dignitaries.

 

As Summer 2020/2021 approached, the Western Cape's most colourful cooldrink brand JiVE sought to bring joy and colour to the community after a gloomy year. The most colourful neighbourhood of them all, Bo-Kaap, was ideal, but what few realise is how colour symbolises  self-expression for the people of Bo-Kaap, whose slaves ancestors had to live in white homes. In a symbolic gesture to celebrate resilience, community, heritage and culture, we whitewashed some iconic Bo-Kaap homes before restoring them to vibrant colour in a highly

successful, festive media event for Bo-Kaap’s community heroes, Cape Town Mayor Dan Plato and other dignitaries.

The Opportunity

The Western Cape’s most colourful cooldrink JiVE kicked off Summer 2020 by celebrating colour, community and cultural heritage after a year of gloom. We did this by staging a community-uniting event in the most colourful neighbourhood, Bo-Kaap. As a reminder of the power of self-expression, we returned the houses to its original slaved-owned white before restoring its bright colours – a symbolic statement to honour a community that would never again be stripped of colour, hope and pride. We shared the stories of Bo-Kaap’s colourful community heroes, and created heartfelt connections with the community, media, local leaders and tourism champions.

The Research

Bo-Kaap is a culturally and politically sensitive area often exploited by outsiders for its kaleidoscopic colour palette. Being a local rugby club sponsor and community friend, JiVE wished instead to create a memorable initiative that would truly involve and empower the community, celebrate its heroes and tourism champions, and bring home JiVE’s ‘Dala Your Colour’ message, on 22 October 2020.

 

We deep-dived into JiVE’s community roots, and conducted extensive consultations with the community, local historians, government connections, journalist friends with community insights, and the largest local residents’ organisation, the Bo-Kaap Civic Association – all of whom helped us invite key locals, VIPs and media. We lined up seven city VIPs, 10 community heroes, and local tourism champions to add their voices to our campaign.

 

We also studied historical sources and news reports to understand the community’s needs and sensitivities and interviewed five local historians on the significance of colour in Bo-Kaap.

 

At the iconic entrance to Bo-Kaap in Wale Street, we negotiated with four homeowners and the adjacent Bo-Kaap IZIKO Museum to paint their façades white for our symbolic re-colouring event, as a powerful reminder of a community that would never be stripped of colour again.

 

We established a campaign partnership with IZIKO Museums, who provided historical information, spokespeople and their venue, in exchange for us fixing up their weather-beaten façade, ahead of the precarious summer tourist season and pandemic-related budget constraints. We researched ideal media partners with resonance in the community. We also gained Cape Town Tourism’s campaign support.