2016 Winners & Shortlists

Creative Execution

The media is the mouth-piece of public opinion. So we conducted an experiment. It revealed how people see a small negative part of the country, missing the larger more beautiful part. We then took this video and released it on WhatsApp to add a personal touch when shared by the public. The video went viral, then we launched on social media. The campaign asked Kenyans to submit images that shared Kenya's beauty with the world. We then made sure the images were with Kenyans to remind then constantly of their beautiful country through an APP and Safaricom’s calendar.

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. The President of the Republic joined in and supported the campaign via a RT, egging the nation on. Consequently, the My Kenya App has been downloaded over 35,000 times, with more than 7000 images of Kenya being shared. A media value of $130,000 with $2,000 spend only. More than 3.5 Mil minutes of branded content & $ 37,500 in media value after spending $5,000.

In recent years, the pearl of Kenya’s pride has diminished in appreciation. Tourism slumped to record lows induced by international travel bans due to global terrorism. However, the impact was deeper and it embedded itself in the minds of Kenyans. More Kenyans talked negatively about Kenya than anyone else. For three years, Safaricom created their annual calendar through a campaign called Capture Kenya. The calendar hang and sat on walls and desktops in Kenya throughout the year. We decided to turn it into a medium that would remind the Kenyans to see their country with new eyes. We realized that transforming lives is more than a brand promise for Safaricom, it is a way of life. THIS IS MY KENYA was born. A campaign aimed at restoring Kenya’s beauty by challenging its perception in the minds of the people who love it the most.