The leading luxury African accessories brand Adele Dejak recently launched the brand’s campaign #MyHeartBeatsAfrica on 7th May 2015. The campaign invites everyone to celebrate Africa’s extensive diversity, to embrace their African identity and share positive African vibes. It’s no wonder that as TDS, we are in full support.
In the 1920’s – 1930’s, a new generation of European artists (Picasso, Braque, Modigliani, Cezanne, Giacometti, Brancusi, and the likes) changed forever the world of visual arts after being completely taken by the first ever exhibition of African arts in Paris.
One century later, Adele Dejak believes the time has come now to do to fashion what African art has did to the world then.
The inspirational #MyHeartBeatsAfrica campaign kicked off with an exclusive media launch event at the Adele Dejak flagship store in Village Market, supported by Skyy Vodka. This will be followed up by ten weeks of viral content generated from a series of video logs and photographs starring 10 unique and amazing African personalities being the campaign ambassadors, giving an inside peak as to why their hearts beat for Africa. A high profile showcase event in mid-July will mark the close of this first phase of the campaign.
The #MyHeartBeatsAfrica movement is driven by a comprehensive advertising campaign that will feature images and videos across Adele Dejak outlets and social media channels as well as in print via the support of UP Magazine. The #MyHeartBeatsAfrica hashtag was created as a headline provoking all to come together in redefining the ideals of African identity with the hopes of igniting a significant revolution.
In conjunction with the advertising campaign, Adele Dejak will invite everyone to join in the movement with a personal image that showcases their own idea of why their hearts beat for Africa. Using #MyHeartBeatsAfrica all will be encouraged to share their images across a variety of social media channels.
Find out more on the Adele Dejak website and join the conversation with the hashtag #MyHeartBeatsAfrica.
Below are the amazing images by Mohammed Abbas for the campaign. Rosemary Kimani and Anjili Laura were the models. The concept for the fashion shoot was to use animal prints which have an immediate visual link to Africa. A limited edition collection Wanyama wa porini/animal prints, was made from 3 best sellers.