The prestigious award was announced last week at the Solal Awards event in Vienna, Austria. The award includes a donation of $5,000 for the campaign’s beneficiary LEAP Science and Math Schools, (LEAP), a no fee education provider.
The ICSC Solal Marketing Awards bring together the very best of retail marketing across Europe and South Africa, recognising best practice and the most effective campaigns. “We are delighted to have received this international recognition for our successful campaign as the awards are seen as a benchmark of quality throughout the industry,” says Gavin Wood CWSC CEO. “It is all due to the exceptional people we work with and I wish to thank everyone who helps bring this massive project to life each year for their dedication and support.”
The award-winning, #MandelaMosaic, was constructed in the centre court on Mandela Day, 18th July 2016. The giant mosaic was made up of over 17 000 cans of food supplied by members of the public and the Rhodes Food Group and measured 8 X 16 metres (128sqm). The mosaic depicted Nelson Mandela with his fist raised, reminding everyone of the need to stand together and help others.
Volunteers including members of the public, students from the LEAP schools, dignitaries, sponsors, and celebrities spent the day - in several 67 minute sessions - constructing the black and orange coloured mosaic. The event included a host of other fun activity and entertainment. Following the event the cans of food, were packed up and distributed to the LEAP schools and their chosen community outreach projects.
“This award is a testament to inspiring and mobilising people from all walks of life,” ICSC Foundation President Lauri Novick stated. “This extraordinary campaign raised significant funds and awareness for LEAP’s critical education efforts. Shopping centres play a vital role in the communities they serve and Canal Walk exemplifies the industry’s strong commitment to making their communities a better place to live.”