Cows under the hammer

About 60 art cows will go under the hammer at the grand finale of the unique, yet internationally successful auction, to be held in Sandton on June 29. The proceeds of the auction will be channelled through to the Childhood Cancer Foundation SA (CHOC), to benefit children living with cancer. CHOC obtained the rights to bring the full-sized fibre glass cows to South Africa.

Cell C has contributed R3 million to CHOC, acquiring 30 artistic and branded cows as well as a special "TechnoCow" that moos in response to an SMS and a CowParade SA's presenting partner status. Among the cows to be auctioned will be 15 of Cell C's art cows.

Following CowParade's international success, the cows have paraded in Durban, Cape Town and Johannesburg, showcasing an innovative mix of art, brand awareness and corporate social responsibility.

CowParade has also graced the streets of New York, London, Manchester, Stockholm and Tokyo; with well-known personalities such as Elton John, Oprah Winfrey, the Queen of Jordan and South Africa's Evita Bezuidenhout each owning one. The highest price paid for a cow on auction to date is $148 000.

Simon Camerer, Cell C's head of marketing, said the company's involvement in CowParade underpinned its sponsorship strategy and was a continuation of its innovative brand communication through local art.

Approximately 400 guests have been invited to the auction which will be conducted by Stephan Welz of Sothebys - giving opportunity to both local and international collectors.

Bridget Kieser, chief operating officer of CowParade SA, says: "Cell C's sponsorship of CowParade has enabled local artists to showcase their talents on a unique canvas. It has also served a broader purpose by contributing to awareness of CHOC, Childhood Cancer Foundation SA and the work which they do with children with cancer and their families"

Cell C last month scooped the Business Arts South Africa Awards (BASA) Chairman's Premier award for sustained and extraordinary commitment to arts in South Africa.