#WeAreZa
As much as people are multifaceted, so is their heritage. Our roots are different, we’re inspired and influenced by different things, and we all have our own traditions. We’re a multicultural society, and we’re multi-cultural individuals.
As South Africans, we have a long history of not documenting our culture reflectively. A quick google search, or a look on any stock image library will quickly fill your screen with images that you’ve either seen over and over again, or images that are grounded in stereotypes. They are not reflective of who we are as South Africans today.
Knowing that many of us are a rich mix of cultures, we wanted to document our heritage properly, celebrating our individuality as well as our collective heritage as South Africans – reminding everyone that #WeAreZA.
Working with well-known photographer, Lee-roy Jason, we interpreted the heritage story of six South Africans to create a powerful, visual representation that was unique to who that person is and what their story is all about. We unpacked what it means to be South African; but more importantly, a South African that has been influenced and affected by the world.
And because no two people are the same, the outcome was different for everyone – illustrating just how beautifully diverse we are as people and a country.
This piece of work was done in partnership with Wunderman Thompson.