Delivering a fully integrated, Global Campaign, Brand Film, OOH, Social and Digital Assets, with a Brand Refresh, and Global Rollout Tool kit, for all global markets, in less than a month. Phew…
Insight:
We were briefed with a clear strategic insight – to remind the world that South Africa is the sort of destination where they can reconnect with their inner child and sense of wonder.
Execution:
The most important job we had is to capture WHAT IT FEELS LIKE to see the world through the eyes of a child again. To trigger the emotional state that awakens the child inside.
Our commercials feature travellers in
South Africa who are invited to play and allow themselves to rediscover their sense of wonder and see South Africa through the eyes of a child.
In these films we showcase key experiences across the 9 provinces. We have been careful to showcase a diverse group of travellers, to ensure as many audiences as possible can see themselves represented as travellers to South Africa.
Music:
The emotional connection was critical, and music is one of the most important emotional drivers we have.
We worked with Music legend
Vusi Mahlasela. Few artists in the world can capture the soul and spirit of a nation as beautifully as Vusi. The moving Zulu lyrics and the melodies that are woven into the tapestry of the music echo the music that has spanned generations of South African experiences, from the sounds of the liberation struggle in the anti-apartheid era, through the Mandela years, to the current day. Very few artists would have been able to authentically deliver with the integrity and emotional resonance that Vusi has here.