adidas African Barber Shop
On the streets of Africa, from Cape Town to Kinshasa, from Lagos to Mombasa, the true measure of fame is having a haircut named after you on a barbershop sign.
The streets are full of ‘The Obama’, ‘The Oprah’ and ‘The Denzel’.
This ubiquitous barbershop signage is an African art form or African graphic art with its naïve renderings and pragmatic use of wood, metal and any material that is close at hand.
To celebrate the Confederation’s Cup being played for the first time on African soil,
adidas commissioned a series of ‘barbershop’ artworks that honour their galaxy of stars like Gerrard, Messi, Kaka and Pienaar.
A ‘cut’ was created for each player according to their skill.. So, ‘The Kaka’ is all about dribbling skills while ‘The Gerrard’ is about powerful strikes. Essentially, we Africanised international players.
The word Kopanya is a South African word for ‘together’, which effectively makes this artwork an African interpretation of adidas’ global advertising position of “together I am strong.” Kopanya is also the name of the official adidas ball, that will be used at the Confed Cup.
TBWA Hunt Lascaris, Johannesburg/180
Executive Creative Director: Damon Stapleton
Creative Director: Nicholas Hulley
Art Director: Nadja Lossgott