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International brand campaign for South African Tourism - South Africa will make you reconsider what you think you know.
Potential visitors to South Africa think that they know the country. But they also think that all we have to offer are pretty views and nice beaches. We needed to show these people that South Africa is so much more than that, in order to get them to reconsider SA as their next holiday destination.
To get people to see South Africa in a new way, we needed to create a tourism ad unlike any other. So we broke the mould and came up with a commercial completely different to anything South African tourism has ever done before...
In this ad, we follow a man, his wife and their friends as they travel through South Africa, while a narrator talks about what true beauty is. We see this group of tourists exploring colourful sunsets, stunning landscapes, and breath-taking beaches. We think that he is referring to aesthetic beauty. We also think that this is going to be another typical tourism ad. But there is an unexpected twist at the end of the commercial which forces viewers to reconsider what real beauty is.
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