SOMETIMES WE CAN MAKE A MOUNTAIN OUT OF A MOLE HILL AND BE PROUD ABOUT IT.
Who ever thought that beads could do more than adorn bodies as ornaments –necklaces, wrist bands, anklets and so on? I was shook when I saw this happen very recently in South Africa as beads were used to celebrate Toyota Corolla. Toyota is one of the most driven car brands in South Africa as well as many other parts of Africa, as such, Toyota South Africa and its long standing agency FCB Joburg thought to do something nice.
They created a bead board –a bill board made out of beads. The board which was 12 meters by 9 meters weighed as much as 1 tonne and contained a total of 138,000 beads sewn together by 350 crafters from Moza Woya. Woza Moya is the economic empowerment project of the Hillcrest AIDS Centre Trust in KwaZulu-Natal, where Toyota SA has manufactured Corollas since 1975.
The idea came from the trend in the Zulu culture where love letters are made out of beads and each work is totally unique. This is why the bead board was created to show some affection to Toyota Corolla to celebrate the love Toyota Corolla owners feel when the drive their cars. Now I’m very upset with all the ladies who wrote me a love letter back in the day, they only used a pen and paper; they didn’t even put some work into it.
This bead board could just be a new frontier in advertising. Since the idea of advertising is to spark up conversations, cause people to engage with the brand and eventually translate to leads, then it’s possible that in the nearest future advertising would begin to look away from the tradition electronic boards and begin to craft boards that will leave long lasting impressions in the hearts of consumers.
So ladies don’t throw your beads or sewing needles away just yet, you may just be part of the next big thing or better yet, you may need it to write me a love letter. I would absolutely love it, sorry, I meant love you.