The campaign is in the lead up to the fair's seventh edition, which is taking place at the Cape Town International Convention Centre from Friday, 15 February to Sunday, 17 February 2019.

"Participation in ICTAF is growing from galleries north of the border, as well as those from Middle East, Europe and the United States," says ICTAF director Laura Vincenti.

"What attracts people to the fair, ranging from world-renowned artists, local and international collectors and curators, to first time visitors, is the intimate opportunity to engage with established names and future stars," adds Vincenti.

"Our intention with this campaign is to heighten curiosity, and to drive excitement around what will be presented at the fair in 2019. Our brief to Dalmatian Advertising, part of the M&C Saatchi group, was to brand ICTAF 2019 with an all-inclusive approach, building on its global positioning as the only truly international art fair in Africa," she says. 

According to ICTAF, the designers used the already established logo comprising an iconic square, with familiar typography, to bring to life a series of images that show the viewer trying to make sense of the art from the viewpoint of the art itself. 

"The frame plays a pivotal role in how key audiences view art. It becomes a portal into the art world, a closer look at the artist, a physical lens on the art and a gateway to a better understanding of art," adds Jake Bester, partner and ECD at Dalmatian Advertising.

"This square will come to mean different things for the discerning art lover and the newly acquired art enthusiast but will be a vehicle for both audiences that brings them closer to the art. By shifting the gaze from the viewer to the artist, and back, the campaign will explore the interchange of different viewpoints," says Bester.

M&C Saatchi Abel's founding partner and CEO, Mike Abel, concludes, "The overall intention is to drive inclusivity and relevance and to open it up to a diversity of people. It’s not only about who can afford to buy art, but also about who can be inspired by art and, often, they are very different things."

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