Standard Bank: Tchitundu-Hulu

Client.

Standard Bank

Advertising. Digital. Film & Motion. Banking & Professional Services.

To keep Angola’s ancestral culture alive and have a site designated as a World Heritage Site.

Over 4,000 years ago, people left their mark on the rocks of Tchitundu-Hulu. Located in southern Angola, in the Namibe province, these rock paintings and engravings constitute one of the country’s most important archaeological sites, of immense significance to the history of the African continent.

However, this heritage is under threat. The fragility of the rock on which they are found, exposure to the elements and human interference are putting at risk the engravings and paintings that have endured for millennia.

Angola is seeking recognition of Tchitundu-Hulu as a World Heritage Site. However, the preservation and study of this collection require resources, research and documentation work capable of safeguarding what remains, before part of it is lost.

“A narrative that unfolds at its own pace and introduces Angolans to a part of their immense cultural heritage that remains unknown to many to this day”

Marco Pulido, Creative Director at Born

Challenge.

Standard Bank of Angola wanted to strengthen its connection with the Angolan people through a corporate campaign.

For the brand, this was an opportunity to go beyond purely corporate communication by taking an active role in promoting Angolan culture.

The challenge was to find a way to transform this archaeological heritage – which is far removed from the everyday reality of Angolans – into a cause capable of generating interest, pride and awareness through unique storytelling.

It was not enough simply to talk about Tchitundu-Hulu. Something had to be done to help preserve this heritage for future generations.

“It reflects our belief that a country’s development is not just about the economy or building infrastructure, but also about preserving its history”

Carolina Vasconcelos, Head of Marketing and Brand at Standard Bank of Angola

Campaign.

That's how “Tchitundu-Hulu – Our timeless values” came about. A documentary in which we follow the Angolan photographer and explorer Jessé Manuel on a journey through the beautiful landscapes of southern Angola, encountering ancestral peoples such as the Mucubais and the region’s rich natural heritage, whilst also showcasing the paintings and engravings of Tchitundu-Hulu to the whole world.

In addition to this main content, we also created a 360° campaign for this communication platform, running across TV, radio, digital, billboards and social media, to encourage people to watch the documentary on the brand’s website.

To support all communication and activities, we also created a bespoke graphic identity for the Tchitundu-Hulu project, with a particular focus on the stylisation of the engravings and rock paintings. This is a way of continuing to promote the project, not only through traditional media but also via exclusive merchandise items selected and curated by Standard Bank of Angola.

Impact.

Another key phase of the project involved the signing of a cooperation agreement between Standard Bank and the National Archives of Angola, whereby the entire collection of documents and photographs relating to the Tchitundu-Hulu archaeological site was handed over, in order to ensure the preservation of and public access to this historical heritage, thereby contributing to the site’s bid for World Heritage status.

An exhibition was also organised at the National Archives’ headquarters, featuring images of the engravings and paintings, the surrounding natural landscape and the Mucubal people. Admission was free for all, and an explanatory catalogue was provided to highlight the cultural identity of Tchitundu-Hulu.

Standard Bank: Tchitundu-Hulu