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

AfDB banks on more regional integration

For several years the African Development Bank (AfDB) has been supporting commercial aviation in Africa and the organisation’s chief aviation officer, Romain Ekoto, has been explaining about current projects and his vision for the

IATA's WFS to focus on sustainable future

The International Air Transport Association (IATA) announced that the 2019 World Financial Symposium (WFS) will focus on the theme of airlines, IATA and partners working together to shape a sustainable future.

Bole in pole position

Ethiopia’s increasingly relaxed visa regime and the expansion of the country’s national airline have helped Addis Ababa become Africa’s biggest long-haul transit hub. Alan Dron reports.

Ground handling industry failing to take the right action to solve talent and profit challenges

Recent research by RTITB Airside has found that airlines, airports and ground handlers are failing to take the right action when it comes to solving profitability and talent recruitment and retention challenges.

Cabo Verde Airlines to start operations to Washington in December

Cape Verde Airlines is reinforces operations in the United States with flights to Dulles International Airport in Washington this December.

AS365N Dauphins for Djibouti

As part of an ongoing expansion programme, Djibouti’s small air arm, the Force Aérienne du Djibouti (FAdD, Djibouti Air Force), has taken delivery of four newly refurbished AS365N Dauphins.

AVAFA20SK2207050320
See us at
Dubai AS BT2006211119MEBAA BT2006260919AVAFA20BT2207050320