Most airline ads sell the airline. With South African Airways we sold the country.
SAA is the national flag carrier and largest airline of South Africa, so when they asked Atticus to create a memorable billboard advertising campaign along the Heathrow corridor, we decided not to talk about service or food or leg room. We created a campaign that aligned the airline entirely with the nation.
We came up with the headline "We are Africa" and added fun elements – cheetah tails, elephant trunks, giraffe heads – to confront expectations and engage the audience immediately. The moment you're aboard, you're in Africa.