Captains of Africa

We are celebrating the spirit of Africa with a new campaign that tells the stories of pioneering individuals from different parts of the continent. Paying tribute to a new generation of African disrupters who are making their mark globally across music, fashion, literature and the arts, the campaign celebrates the cultural renaissance taking over Africa.

Emirates came to us with the challenge of increasing their awareness and consideration across Africa. They wanted to make content that felt genuinely relevant portrayal of modern Africa, whilst embodying the Emirates ability to connect the world. In order to do this we produced series of films that profiles young, creative, internationally minded Africans. The core themes of the films revolved around the idea of travel and movement, not just of those African’s traveling abroad but also on the diaspora returning to the continent, reflecting a broad cultural and economic renaissance taking place. To hero the films we have also created a song, working with the musician Blinky Bill (he stars in one of the films) and a music video to accompany this. It was imperative for us to create a campaign that is truly authentic and resonate with a local audience – moving beyond any clichés or stereotypes.

https://www.bbc.com/reel/playlist/captains-of-africa

We are celebrating the spirit of Africa with a new campaign that tells the stories of pioneering individuals from different parts of the continent. We kick off with original music by Blinky Bill, inspired by the popular sounds and rhythms of contemporary Africa. #EmiratesAirline #FlyEmiratesFlyBetter

We are celebrating the spirit of Africa with a new campaign that tells the stories of pioneering individuals from different parts of the continent. Paying tribute to a new generation of African disrupters who are making their mark globally across music, fashion, literature and the arts, the campaign celebrates the cultural renaissance taking over Africa.