2020/2021 Winners & Shortlists

AFRICA TAKES OFF

BrandEMIRATES AIRLINE
Product/ServiceEMIRATES AIRLINE
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Original Composition for a Brand or Campaign
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement HAVAS Dubai, UNITED ARAB EMIRATES
Production BBC STORYWORKS London, UNITED KINGDOM

Why is this work relevant for Entertainment?

The Africa Takes off anthem was written in an uplifting, pan-African flavour that personified the vibrancy of contemporary, urban Africa and resonated with the entire continent. The lyrics were carefully crafted to strike the right note with the people of Africa, inspire them to lead the way in redefining norms, dream big, make a national and global impact, all in a span of a couple of melodious minutes.

Background

• Far from the poverty often associated with Africa, a new generation of pioneers are making their mark on the global stage. • In Africa Emirates was perceived as expensive and alienated. We needed to build an emotional connection and trigger feelings of pride and authenticity. • By genuinely representing Africans, we wanted to further build brand love and connect with Africans in a way that makes Emirates a brand that empowers and understands them, as well as projects a positive image about Africa. Eventually, make Emirates their preferred airline across the continent.

Describe the creative idea

We partnered with Blinky Bill, a Kenyan performer and music producer to create a unique soundtrack with Congolese Soukous style using the ‘Sebene’ instrumental bridge. It personified the vibrancy of African soul while the carefully crafted lyrics’ role was to inspire Africans to lead the way and start shining.

Describe the strategy

It’s time to tell a different story about Africa. To do that, Emirates can play a big supporting role in Africa’s renaissance. As a global brand that has been connecting the world, our strategy was very clear: Connecting Africa to the world.

Describe the execution

From the buzzing nightclubs of Lagos to the bustling markets of Tunis; the Africa Takes off anthem features four protagonists, celebrating authenticity and the shattering clichés. These four protagonists represent Africans who had humble starts of their life, but with determination and vision, they were able to make a difference. They traveled the world, but at the end, they answered their hearts’ call and came back home to Africa. They represent change. • Blinky Bill, a performer and music producer. • Shanelle Nyasiase, an international top model. • Malek Labidi, a chef and an expert in international cuisine. • Abiola Oke, an entrepreneur and co-founder of okayafrica. The work went live on TV for one month and a half. It was played on key channels of BBC network, StarTimes, Dailymotion, etc. The heavy engagement was on the different online channels like the Emirates social channels, YouTube, Facebook, Instagram, etc.

Describe the outcome

We managed to close the emotional gap, completely transform perceptions and achieved a 360 degree shift in attitudes as an airline that understands and empowers the Africa of today. Overall reach: 28 Million Views: 16 Million +332% increase in Emirates’ association with ‘African Pride’ +232% increase in Emirates’ association with ‘Authenticity’ +146% increase in Emirates’ association with ‘Empowerment’ +119% increase in perception of Emirates’ understanding ‘African heritage’ +102% increase in Emirates’ ‘Purchase intent’ And most importantly, Emirates voted as the number 1 airline in Africa.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Dubai Creative Lead
Munah Zahr Leo Burnett Dubai Creative Lead
Nadim Lahoud Leo Burnett Dubai Communication Management
Rana El Alami Leo Burnett Dubai Planning
Aditi Shah Leo Burnett Dubai Creative
Arundhati Mishra Leo Burnett Dubai Creative
Pia Humburg Havas Media Media
David Rosenbaum Havas Media Media
Alessio Nesi BBC Production
Alex Greenwood BBC Production
Links
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