02/ 17/ 05 Jozi now has Cows
Having won the hearts of residents and tourists in da M'udder City during December and January, this benign herd of beautiful bovines will be hoofing their way to Cowteng, and will turn the City of Gold into an unforgettable urban pasture for the next few months.
The official CowParade South Africa will create fresh tracks on the city's streets from mid February and continue to graze here until April 2005 after which the beautiful bovines will be auctioned on the 31 May 2005. The "herds" will be chewing the cud at Sandton City, Nelson Mandela Square, Gold Reef City and Constitution Hill.
Don't' be a cowch potato and join the fun at the Cow Days at Bruma Market World and Kids World on the 19th and 20th February where there will be Country and western music, karaoke and dancing, a mechanical bull to ride and a Mr Cowboy and Miss Cowgirl competition as well as cow related product on sale.
Herds of artistically crafted cows have trotted through 24 cities internationally since CowParade originated in Zurich in 1998. Millions of residents and tourists have been delighted by this public art spectacle and retailers have enjoyed the additional traffic created by hosting these creative bovines.
The idea of the event is to allow local artists the opportunity to participate in a unique and interesting public art display, which uses life-size, fibreglass cows as the canvas to showcase their talents. Internationally, CowParade has successfully raised awareness and funds for local charities. The South African CowParade will raise awareness and funds for CHOC (Childhood Cancer Foundation) whose patron is former rugby great Francois Pienaar.
CHOC is a countrywide voluntary organisation, which brings together the parents of children suffering from various forms of cancer in order to improve the welfare and quality of care of these children. Says Pienaar: "These children need so much care but it all requires considerable funding and the parents and care givers can only do so much. CowParade is a unique opportunity for corporate and individuals to become involved in improving the quality of life of these youngsters afflicted with cancer."
Funds are raised by corporates paying for the opportunity to "adopt" a cow for the period of the Parade and to purchase a cow at the auction in May 2005.
Cell C and kulula.com are presenting sponsors of the campaign. Both companies see this as part of their commitment to corporate social investment as well as a unique opportunity to be associated with an unusual art programme which supports and develops local creative talent and the character of which matches their own brand personalities. "Cell C is always keen to contribute towards the betterment of people's lives and to promote development," said Talaat Laham, Cell C's chairman and CEO. "This initiative concentrates on showcasing the talent of the local artists, each of whom has taken it upon themselves to make a difference in their lives, as well as to better the lives of the children who are affected by cancer."
Says Simon Camerer, head of marketing for Cell C: "Cell C is proud to be a sponsor of the CowParade project as it supports our sponsorship approach which is to enhance our brand, enrich the communities where our customers live and ultimately supports a very charitable cause, namely CHOC. Not only is the CowParade an innovative property, it enhances our support of South African arts and the development of our artists, while being a natural extension of the Art in the City initiative. The net result is a colourful enhancement to the daily activities of our community."
Also onboard with sponsorship is kulula.com. "We simply loved the idea of being able to get involved with very worthy cause and being one of the pioneer sponsors for a project like this. Being a low fare airline, we have a very limited budget available for projects like this and we've come up with creative ways to raise moolians of rands for CHOC," reports the organisation's marketing manager Nadine Prinsloo.
In South Africa artists were invited to enter designs for the cows and hundreds took up the challenge. Successful applicants were commissioned to create their design on a cow.
The cows have already visited pastures in Durban (Cow Zulu Natal) and Cape Town (da M'Udder City) and are on the final leg of their journey.
The culmination of the event will be an auction of the cows in Johannesburg in May, with the moo-lah raised going to CHOC. The cows have become sought after by collectors throughout the world. Elton John, Oprah, the Queen of Jordan and Lord Hesseltine all own their own cows. The highest priced cow fetched $148 000 at a recent Sotheby's auction.
Porcelain replicas of cows around the world are also on sale at limited retail stores (www.zawadi.co.za) while kulula.com is selling a range of merchandise on board their flights and at the same donating R1.00 from every flight booking to CHOC.
CowParade is endorsed by the Johannesburg Securities Exchange, the JDA and Business Arts South Africa (BASA), among others, as a superb initiative to highlight South African art and generate funds for a worthwhile charity. The presenting sponsors of CowParade, whose patron is Adelaide Tambo, are Cell C and kulula.com.
CowParade South Africa
firstname.lastname@example.org / 011 646 4342 or info line 084 190 2697
Bridget van Oerle
011 673 4995 / 011 673 9272 / 083 263 6991
Tel: 084 194 2787 / email@example.com
Arts and Culture Trust Publicist 1999 and 2004
PO BOX 1149 Auckland Park 2006