Strategy: Celebrating Robertson’s 100-year legacy, we collaborated with talented local artists to create a bold, immersive mural that captured the diverse flavors and cultural influences the brand has brought to kitchens over the past century. The 50 sq.m mural, located in the vibrant heart of Vilakazi Street and surrounded by iconic venues like 1946 on Vilakazi and Restaurant Vilakazi, reflected Robertson’s centennial key visual while embracing the energy of the community. To elevate the experience, the mural features an augmented reality layer. Accessed via a QR code on the wall and brought to life through an instagram filter, the artwork comes to life revealing a visual and auditory experience that showcases Robertson’s spice legacy. Impact: Positioned in one of the most dynamic cultural hubs, the mural captivated locals and visitors alike, blending art, technology, and history into a memorable engagement that celebrated 100 years of Robertson’s Spice. Team: Creative Director: Melissa Cucci, Project Manager: Kayla Dammert
