As part of its social responsibility programme, Cell C is bringing the public art gallery, known as CowParade, to South African shores.
CowParade is an internationally recognised public art forum that uses life-size fibreglass cows that are decorated in unusual ways by local and international artists, which are then displayed nationally before being auctioned off in a public auction.
The money raised from the auction will be donated to charity and in this instance, Cell C has partnered with the Children`s Haematology and Oncology Clinic (CHOC), handing over a cheque for R1.5 million to the charity at the launch of the CowParade yesterday.
"In Spain, they call it the 'Bull Run`, but here in SA we prefer a gentler version, which we call the CowParade," says Cell C CEO Talaat Laham.
"This is a phenomenon that has taken the world by storm and Cell C has seen this project as a logical extension of our 'paint the skyline` initiative, which gives new and established artists a novel platform on which to display their talents."
He says 100 cows will be on show between August 2004 and March 2005 in Johannesburg, Durban and Cape Town, prior to being auctioned off.
"Cell C has sponsored a total of 30 cows in the CowParade which, I am told, is enough lobola to buy two beautiful wives in SA," he says.
"Local artists, art students and designers were invited to submit designs for the unpainted cows, and people can see the artists at work on their cows at Sandton City between 16 and 22 August."
Laham says the official CowParade herd will be unveiled in Durban in September and will be seen in Cape Town over the festive season. The culmination will be an auction in March next year with all proceeds going to CHOC. Cows not auctioned off will be donated to suitable charities or schools.
"A project like this is about capturing the imagination of the public and creating awareness, and something like the CowParade - which has already been seen in places like New York, London and Tokyo - is a novel manner in which to do this," says CHOC`s Robin Bruss.
"A project like this benefits both the children we treat and the artists who work on the project, so it is ultimately a win-win situation where everyone can have a lot of fun and be very creative."
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