First Thursdays at the Silo District, sponsored by American Express

Following the Amex ZA Graphic Arts Challenge, American Express committed to continuing its support of South Africa's creative industries — this time by sponsoring the quarterly First Thursdays at the Silo District of Cape Town's V&A Waterfront. The first edition, on 2 November 2023, would unfold inside the iconic Zeitz Museum of Contemporary Art Africa.

We curated the brand experience. From a popcorn stand and photo booth at the Zeitz MOCAA entrance to animated projections on the silos inside, we embedded the American Express brand through the museum with care — present throughout, and in keeping with the space.

The work strengthened American Express's brand presence in South Africa by engaging the arts on their own terms. 854 guests came through Zeitz MOCAA, every invited influencer attended, and a panel hosted with IQOQO put South African creatives and their work at the centre of the evening — a sponsorship that read as real support for the sector.