Woolworths has announced a partnership with Grammy award-winning musician, record producer and philanthropist, Pharrell Williams. The focus is sustainability.
Woolworths chief executive Ian Moir announced on Thursday 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 on Thursday afternoon were already aware of the collaboration after Williams beat the brand to the punch by tweeting several hours before the official announcement.
Proud to collab with retailer @Woolworths_SA. Are you with us, South Africa? See you in September! #PharrellWithWoolies
— Pharrell Williams (@Pharrell) April 9, 2015
The campaign has four layers: pure entertainment, showcasing young talent, fundraising for education, and driving sustainable fashion.
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.
Moir expressed his desire for Williams to spend some time at some of the country’s schools who are recipients of the funds generated when customers swipe their MySchool cards. It ties in with the “Sing with Us” initiative, where school singing groups will be given the opportunity to perform live alongside Williams during his one-night-only concert. Entrants will be shortlisted and chosen personally by the musician.
Williams and MySchool will also be calling on customers to help the brand raise R100-million for schools in need across the country through swiping their MySchool MyVillage MyPlanet cards.
The brand will also be collaborating with Bionic Yarn, a company with creates fabric out of recycled plastic waste, to create a range of limited edition, sustainable T-shirts. According to the press statement, design students are invited to create and submit designs for these T-shirts from which Williams will select his favourite designs, which will then be produced and sold at Woolworths stores. Winners will each receive R25 000 in prize money.
For more information on the campaign, follow the hashtag #pharrellwithwoolies or visit
See full report in Mail & Guardian
PHOTO: Bionic Yarn: The slim tailor 3D jacket, made from yarns contained recycled ocean waste.
