in Air Transport

Emirates celebrates the spirit of Africa with latest brand campaign

Posted 29 March 2019 · Add Comment

Emirates has launched a pan-African brand advertising campaign that celebrates the talent and achievements of young Africans, taking the message of ‘New Africa’ to the world.

 

The campaign also features an original music video produced by Kenyan musician and DJ Blinky Bill, inspired by contemporary African electronic club music.

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. The short films produced by the BBC (British Broadcasting Corporation) for Emirates, tells the stories of unique individuals from different parts of the continent. Poised to become cultural ambassadors for Africa to the world, they share a common passion to bring their global exposure and influences to their own local journeys, as they discover what it means to be ‘home’.

“It is impossible to ignore the energy and talent coming out of Africa today, whether in music, fashion, sport or art. We’re seeing a greater awareness of a strong, proud African identity – while being very connected to a broad, global culture. We wanted to join the conversation and celebrate amazing, inspiring stories of people constantly pushing boundaries and challenging African stereotypes. To us, that is what travel is about, to find a common ground that helps us connect, to question, to be curious, and I believe this campaign does just that in taking Emirates closer to the heart of our audience in a way that is authentic,” said Boutros Boutros, divisional senior vice president – corporate communications, marketing and brand, Emirates.

Richard Pattinson, Head of BBC StoryWorks said: “This new series taps into the deep creative strength of the BBC to deliver a campaign that will capture the attention of our extensive and premium audiences in a way that no other publisher can.”

“The series gives us a closer look at the inspiring stories of pioneers who represent today’s Africa.” 

Nairobi-based "Blinky" Bill Sellanga - Kenyan musician, producer and DJ is the embodiment of a renaissance in African music. As part of the Kenyan art and music collective ‘Just A Band’; he has been redefining the modern African musical identity and has performed his music all over Africa, Europe and the rest of the world.

Shanelle Nyasiase is a 21-year-old South Sudanese model who was born in Ethiopia and raised in Kenya. She had dreamt of becoming cabin crew but her journey took her to international catwalks in Milan and New York instead, where she has worked with some of the biggest international fashion brands.

Abiola Oke left New York and a career on Wall Street to return to his hometown Lagos, Nigeria, as the CEO and Publisher of OkayAfrica – a digital media platform – at the age of 31. His business is dedicated to African music, film, culture and entertainment.

The campaign also features an original song with energy-filled music and inspiring lyrics that reflects the beats of contemporary African electronic club music. Produced by Blinky Bill, the song has popular sounds and rhythms that are currently dominating the radio, blasting out of taxicabs and on the dancefloors across the continent. Music is a unifying language not just across Africa, but around the world, and the song does away with cultural clichés, instead celebrating the vibrant energy of contemporary Africa.

* required field

Post a comment

Other Stories
Advertisement
Latest News

Ethiopia invigorates tourism with eVisa

With the introduction of eVisa service back in June 2017, Ethiopia eased entry into the country with a digitised service accessible from any part of the world, which to-date has seen more 200,000 people from 217 countries visit Ethiopia

Embraer signs services and support contracts with African carriers

Embraer announced today at MRO Europe the signing of new maintenance contracts and the extension of agreements with African, and European, carriers, securing customers an efficient operation with the state-of-the art support from

EgyptAir in expansion of cooperation with Optiontown

EgyptAir has announced the expansion of cooperation with Optiontown for optimum travel services.

More control, less waiting - top priorities for passengers

The International Air Transport Association (IATA) has announced the results of its 2019 Global Passenger Survey showing that passengers are looking to technology to improve their travel experience.

Kenya Airways introduces new Economy Class seat product for its long-haul routes

Kenya Airways (KQ) has introduced a new seat product- Economy Comfort, which is set to enhance customer comfort and experience.

Aviation Africa Summit & Exhibition wins ‘Best International Event’ at EN Indy Awards

Aviation Africa has won 'Best International Event' for the 2019 event held in Kigali, Rwanda in February this year.

TAA SK0104311219
See us at
AVAFA20BT2207050320AVMENA20 BT1309100620Dubai AS BT2006211119