Halls says that its aim is to give individuals the conviction and determination to breathe for their passions and achieve their aspirations, whatever they might be. 

Halls adds that South Africa is well known for its creativity. It is how South Africans tell their stories and it often connects them to their past. However, the arts are severely under-recognised, under-supported and underfunded, according to the brand.

The success of the campaign, which began in 2021, inspired Halls to take it to the next level. In 2022, the team is back with Karabo Poppy to expand the Halls Breathing Spaces in Braamfontein.
The Breathing Space Masterclasses aim to refresh creative minds, with the help of:
  • Karabo Poppy
  • content creator Deji Dada, and
  • legal expert David Feinburg. 
This is to provide aspiring artists and creatives with the tools they need to fill the globe with South African originality.
Additionally, Halls and Poppy will give nine promising artists the biggest canvas to showcase their talent. The selected artists will revitalise a blank space in Braamfontein with their very own mural.
Nadia Mohamed, marketing director at Mondelez International, says, "Mzansi has plenty of talent, but it often goes unnoticed or unappreciated. We will provide the arts and design community with a platform and resources to create, design and imagine using the power of menthol and mentorship through our 'Breathe For It' campaign."
Thembi Butelezi, head of equity and marketing strategy at Mondelez International, concludes, "We are giving artists a chance to be noticed, and not just in the traditional art gallery sense. They're going to take over the streets of Johannesburg, get a chance to make their mark in the art community and show the rest of the world that Africa is the home of creativity."

For more information, visit www.gethalls.com. You can also follow Halls on Facebook, Twitter or on Instagram.