Description
Background & brief

The Klein Karoo Nasionale Kunstefees (KKNK) is a prominent South African arts festival that takes place annually in Oudtshoorn, located in the Klein Karoo region of the Western Cape. Established in 1994, the KKNK is the largest Afrikaans-language arts festival and serves as a platform for a wide range of artistic expressions, including theatre, music, visual arts, dance, literature, and film.

We were tasked with the conceptualisation and roll-out of the creative campaign for the KKNK 2026, which took place between 28 March and 4 April. This year also marked the KKNK’s 30th birthday.

Insight & concept

For 30 years, the KKNK has been a highlight on South Africa’s arts calendar - and this festival is still going strong.

We wanted the 2026 campaign to be a celebration of where we come from, and where we are headed.

From festival veterans to fresh voices; day-1 fans to a whole new generation of festival-goers: in 2026 we are going bigger than ever.

Thus, our idea was born:

KKNK 2026
Voluit!

Translation:
KKNK 2026
Full on!/All in!

In this tongue-in-cheek campaign, we encouraged people to live their best festival lives in 2026, kicking off the KKNK’s next 30 years in unforgettable fashion.

Radio

How did we bring our idea to life ?

With the help of South Africa’s biggest artists and hottest celebs…. ‘s number one fans.


Instead of typical (and expensive) celebrity testimonials, we used the true VIPs of the KKNK:
The OG festivalgoers who have been walking this dusty Karoo-road with us since the 90s. Those who book their shows months in advance. The ones who have all the inside info and best festival tips. Our KKNK VIPs also featured in radio, where different characters, types of festivalgoers and their unique stories came to life.