Pharrell Williams x Woolworths, Strategic Brand Collab


Pharrell-Williams-Projeto-Campanha-Woolworths-Woolies-Sustentabilidade-4Mega superstar Pharrell Williams has taken on the role of Style Director in a ground-breaking collaboration with South African retailer Woolworths on a campaign set to impact the lives of ordinary South Africans. Woolworths chief executive Ian Moir announced recently that the retailer is collaborating on the “Are you With Us?” campaign with US musician, producer and philanthropist Pharrell Williams across a series of sustainability-focused projects

Celebrities, media and influencers who gathered at the Four Seasons Hotel The Westcliff in Johannesburg recently, were already aware of the collaboration after Williams beat the brand to the punch by tweeting several hours before the official announcement. The campaign has four layers: pure entertainment, showcasing young talent, fundraising for education, and driving sustainable fashion.

“We want to bring together everyone who cares about making a difference. Like Woolworths. They are a global blueprint for how good businesses should do good business. Today, we are announcing a new collaboration. To work together to uplift education in South Africa. For food farming that goes easy on the planet. And to create fashion that is not just cool, but also sustainable.  So, join me and Woolworths on this journey to make a difference. South Africa, are you with us?” said Williams.

The global superstar will be putting on a private concert for 5 000 Woolworths customers. Woolworths W Rewards, Credit and MySchool cardholders could win a ticket to an exclusive, one-night-only performance in September.

These are the four ways which customers can show their support:

CREATE WITH US – Sustainable T-shirt Design Competition
Woolies has collaborated with Bionic Yarn, a company that creates fabric out of recycled plastic waste, to create a range of limited edition, sustainable T-shirts. Design students are invited to create and submit designs for these T-shirts that celebrate sustainability. Williams will select his favourite designs and these will be produced and sold in stores across the country. Winners will each receive R25 000 in prize money.

GIVE WITH US – Raising over R100 million for education
Williams and MySchool will be calling on customers to help raise R100 million for schools in need across South Africa through swiping their MySchool MyVillage MyPlanet cards. The more you swipe, the more you donate – the more you make a difference to schools around the country.

SING WITH US – Share the stage with Pharrell pharrell-woolworths-south-africa-are-you-with-us-3-715x434
School singing groups are invited to practice their songs and get ready to compete to win the once-in-a-lifetime opportunity to perform live alongside Williams in front of the whole country during his MySchool concert tour in South Africa. Entrants will be shortlisted and chosen personally by Williams to appear alongside him on stage in September as part of an exclusive concert for WRewards Members only.

WIN WITH US – See Williams live at a private concert
If you’re not a Woolies’ WRewards or MySchool cardholder, now is the time to sign up. Members stand the chance to win a ticket to an exclusive, one-night-only private Williams.