2016 Winners & Shortlists

Brief Explanation

There was a need to readjust Kenya’s perception and Safaricom’s calendar had an opportunity to allow the brand to make a difference. By changing people’s perspectives, economic growth in tourism was possible and the brand would stand as a cultural leader Safaricom took up the mantle and turned the calendar campaign into an opportunity to turn the tide. It was evident that the cause for the decline was the negativity that tinged our beautiful country’s identity. We sent a group of photographers to capture images that at first glance would be deemed negative, but upon further scrutiny, revealed a bigger, better picture.

The Brief

The brief was to create an annual calendar that would truly live out the Brand's promise, of transforming lives in a way that the audience would always keep top of mind.

How the final design was conceived

The idea to create such an unorthodox calendar came from research on the international community's perception of Kenya as a crime - ridden hub of terrorist activity. The calendar would challenge users to change their perception, because at first, they would see a small bit of the image that portrayed the Nation in a negative light, and upon revelation, they would see the positive story. This was important to the client, as they are always looking to live out their brand promise - Transforming lives.

Indication of how successful the outcome was in the market

We helped changed perception and introduced a culture of amplifying and recognizing any positive stories about Kenya’s image under the mantle #ThisIsMyKenya. This is especially evident against negative publicity on Kenya. We brought this vision out in form of a calendar that uplifted the spirits of the Kenyan people, allowing them to see the 'Bigger picture' everyday. The Calendar is often printed to be given us to a select few. This calendar was such a hit, that for the first time, we had people on social media asking us if we could sell it to them! It challenged Kenyans to seek for the positive about their Nation, and act as brand ambassadors for tourism in Kenya. This resulted in increased patriotism in the Nation, as monitored by #ThisIsMyKenya.