Tag Archives: Earthcote Scrap Book

Change Your Perspective campaign

10 Apr

NEW PERSPECTIVES: Earthcote ‘Change Your Perspective’ campaign a great success

Earthcote has always been a brand that challenges people to reconsider how they look at things – visually and aesthetically. The 2011/2012 Change Your Perspective campaign does just that by making people do a double-take each time they see these photographs.

“In the 90s we asked people to really look at how they were painting their homes – to consider whether flat paint really was the only way to coat an exterior of a house. It wasn’t”, says Earthcote Marketing Director, Simon Fraser.

“People started looking at the mottled, trashed feel of Cement Paint and thought ‘hey this could actually be quite lekker on my house.’ It’s always been a brand that takes a different view to the conventional approach, and many people remember our ads from a decade ago where we showcased gay marriage and cross cultural fashion at a time when that was all still a bit radical”, says Simon Fraser.

Change Your Perspectives campaign

New Perspectives

The photographs used in a three-part series of magazine ads during the 'Change Your Perspective' campaign (Photography: Antonia Steyn)

The guy running with a cup of coffee looks like a guy running with coffee; until you realise that nothing is spilling out of the cup. Because actually, he’s lying down.

The girl who is jumping away from the mouse is of course also lying down. A bit of clever hair and costume manipulation helps to create the illusion that she’s leaping away from the tiny mouse (which is in fact a small rat). You may find it interesting to learn that the law requires that animals be properly handled on shoots, so the rat performer had a dedicated handler looking out for him at all times during the Change Your Perspective shoot.

“The levitating guy was interesting to do,” says art director Penny Waterkeyn. “The stylist had to get the folds of pants and t-shirt looking just right, to make the weird perspective work. It’s not easy to keep your legs endlessly crossed like that. He was an excellent model, and very patient – likewise with the other two. Our coffee guy had to be very patient with that cup of coffee in his hand. Incidentally, all he was holding was a cup. We dropped the coffee in in post production, with Photoshop.”

The shots pictured above and used in the Change Your Perspective campaign were taken by photographer Antonia Steyn, who was hoisted up onto a five metre high scaffolding. This enabled her to shoot directly overhead at the perfect distance from each subject – providing a change in perspective.

Products featured: Earthcote Pandomo, Granite Paint, Worn Leather

More Scrap Book posts: Earthcote Heritage Colours & Pierre Cronje

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Earthcote Heritage Colours and Pierre Cronje

3 Apr

SCRAP BOOK: Earthcote Heritage Colours & Pierre Cronje

EARTHCOTE was delighted to be a part of the full-blown revamp of the old Wynberg retail headquarters belonging to Pierre Cronje. The revamp was thanks to the courageous designer-curator vision of Neil Stemmet of Koncept Design.

Neil believes that design should express something unique and convey a story. “We live in a voyeuristic society, where everyone is on social media to convey their stories while watching others show theirs,” he explains.

Neil’s view is that we need to build a society that is sustainable and relies on integrity. He believes that, going forward, retailers will no longer be able to exist alone, but will need to rely more and more on sharing.

The new Pierre Cronje space incorporates a collection of brands and products all under one roof – all in the most artful and disarming ‘un-designed’ look. Hertex Fabrics, Tradewinds Parasols, Modern Garden Company and Earthcote Paints all live alongside Pierre Cronje’s simple, timeless pieces in a space that feels individual, deeply personal and natural.

“It’s much more than a showroom. It’s more an experience than a furniture shop. This new world is all about collaboration, even for a brand as big as Pierre Cronje”
– Neil Stemmet

Earthcote Heritage Colours

Earthcote’s range of heritage colours are used on the walls of the store. There’s also a wall of Paul Smith-like stripes done in Earthcote which tells the stories behind Earthcote colours.

Earthcote Marketing Director Simon Fraser explains: “We curated this collection of colours in a way that expresses the Earthcote colour philosophy in a very concise palette, taking inspiration from the dorps, national heroes and landscapes that sum up South African style. Colours like ‘Bra Hugh’, ‘Mama Afrika’, ‘Surfers Corner’, ‘Arniston White’, ‘The Big Tree’ and ‘Grandma’s Room’ are a few of my personal favourites.”

Interestingly, the brand had discontinued the colour palette. But when they launched the Earthcote brand in Europe a few years ago, there was intense interest in these South African ‘heritage’ colours.

Some Earthcote Heritage Colours

Pierre Cronje Heritage Colours

Earthcote Heritage Colours

Pierre Cronje Heritage Colours

Earthcote Heritage Colours

Pierre Cronje Heritage Colours

Earthcote Heritage Colours

“It surprised us, made us think, and we realised that we needed to re-introduce South Africans to this very special iconic collection of colour,” said Simon.

“The colours are a wonderful backdrop for Pierre Cronje’s simple, honest furniture and along with the kitchen garden outside and the selection of other products in the space, they help to make up a look that feels absolutely natural,” explains Neil, who initiated the collaboration and made it all hang together.

“Together, all the elements make the furniture sing. People want to know how furniture feels in a real space – and it mustn’t feel decorated or done. Seeing a piece of furniture on a showroom floor doesn’t sing – but seeing it in a space that feels like home, does,” says Neil.

An additional charming feature of the new space is that it has a veggie garden outside. “Visitors come to look at furniture and stuff and they get to leave with a bag of freshly picked veggies in a brown paper bag, as a living gift,” says Neil.

Neil’s best-selling cookbook-novel, Sout en Peper, which milks the Kalahari influence on SA culinary tradition and features brands that South Africans have grown up with, will soon be reprinted in English. “The new edition will have a colour chart of Earthcote’s heritage colours. So when you look at that colour swatch called Grandma’s Room – for instance – you will immediately see a picture in your mind of your own ouma’s room.”

If you’re in Cape Town and would like to sample the new home of Pierre Cronje and co., drop in at Wolfe Street, Wynberg. Give them a call on 021 761 4534 or drop them an email at johan@pierrecronje.co.za

You can contact Neil Stemmet on 082 373 3837 or at www.konceptdesign.co.za

To view Earthcote’s heritage colours, visit any Midas Earthcote or Paint&Place store, or click here to view them online.