CAPE TOWN, South Africa — After judging thousands of entries, the winner of the Fiestagram photographic competition was announced at the opening of the Fiestagram exhibition in Cape Town.
The Instagram-inspired competition encouraged the public to photographically interpret themes that were related to features of the new Fiesta. Each week a winner was decided by the judges: Liam Lynch, Tamara Dey, and ‘I See A Different You’, a trio of creative – Vuyo Mpantsha and twins Justice and Innocent Mukheli – who showcase eclectic and unique photography shot in locations around Johannesburg in which one or more of the trio is always artfully posed.
The competition spanned three months, starting in November 2012 and culminating in the Fiestagram Instawalk&Drive that took place in and around Cape Town on 8 February.
Dean Stoneley, vice president Marketing, Sales & Service, handed over the keys to winner Reginald Sedibe, a BA Communications Management student at Vega School of Brand Leadership. Winning a brand new Fiesta will allow him to travel to school independently, rather than relying on public transport.
Out of 5,168 photographs, and 779 e-cards that were created using images that were submitted to the Fiestagram competition, eight finalists were chosen to compete in the final photography challenges on 8 February. The results were then displayed at Exposure Gallery at The Old Biscuit Mill in Woodstock, in an exhibition curated by renowned South African photographer, Liam Lynch.
After following strict judging criteria that included participation in various challenges and the generation of interest for #Fiestagram24 on social media channels, Twitter and Instagram, the Fiestagram judges selected Sedibe’s photograph as the winning image.
“Fiestagram was a phenomenal competition,” he said. “To be given a brand new Fiesta as a prize is an honour, but to be able to have participated alongside such talented and fun fellow contestants and to have worked with the judges throughout the process is a privilege. The thought alone of having won is overwhelming. There is nothing better than a sense of freedom; I can go wherever I want now.”
“With Fiestagram, we set out to capture the interest and imagination of young South Africans. The car enables a 24-hour lifestyle; it is smart, connected; and fashionable. The result was a dynamic, engaging campaign that leveraged consumers’ love and eagerness to take and share photographs,” explained Gavin Golightly, Ford Marketing Manager.
“We made use of channels that are intuitive communications platforms to this audience such as Facebook, Twitter and Instagram and we are delighted with the response we received,” he added.
The contest was divided into six categories inspired by the unique features and technologies that define the new Fiesta including the efficient technology embraced in Ford’s acclaimed 1.0 EcoBoost petrol engine; smart technology like keyless entry and keyless-go and Ford’s applauded SYNC in-car connectivity system for mobile phones and music devices.
“The photographs did not even need to include images of cars, but with a subject as beautiful as the new Fiesta, few could resist,” concluded Golightly.
Sedibe poses with the judges.
Sedibe shows off the winning photograph he took while posing with ‘I See A Different You’.