How does one overturn negative, deep-seated prejudice? How do you re-brand a nation, that's currently seen as beset by crime and social problems, to one where opportunity, potential and growth reign supreme? This is exactly what the agency were tasked with when they took on the South Africa branding and promotion during the Shanghai Expo.
Drawing on our insights, we leveraged the campaign title of "The Rise of a Modern Economy: Ke Nako - It's Time" to deliver the overall message that 'South Africa is open for business'. By highlighting South Africa's cultural appeal and economic emergence, we sought to create an association with China's own story, fostering mutual respect, relevance and connections between both nations. This would help achieve our objectives of reinventing South Africa's image in China, attracting more tourists and business investment.