Ogilvy Amsterdam is not the first agency to create a tourism campaign that shows the destination through the eyes of its locals. But its “live like a local” campaign for Tourism South Africa goes one step further. The portraits of locals who share their unique stories are captured by local photographers using the South Africam, a specially developed camera made entirely with materials from the country and decorated in traditional art.
The Live South Africa campaign extends an invitation to tourists to visit the country by showing a live portrait of the nation through a truly local lens. The campaign’s unique camera, the South Africam, was built from local materials. The campaign shows the creation process of the camera, which then captured live portraits of the nation. These portraits are presented both through photos, shot on the South Africam, and videos (extended stories of the portraits) to inspire Dutch, Belgian, and Swedish travellers to visit South Africa via social (Meta and TikTok) and digital (Google) platforms. The South Africam photos will also be on display in the immersive Live South Africa exhibition at Restaurant Braai in Amsterdam West.
The camera embodies an authentic character of the country in the campaign. It is a pinhole camera made from wood that South African visual artist, Samurai Farai decorated. He opted for traditional South African colours and designs, as a symbol of heritage, of histories combined. The camera itself was made using only local materials – the case from Cape Beech wood, the lens from scrap metal, and the strap from cork leather.
Three South African photographers embarked on a project to create a portrait series showcasing local people, their lives, and businesses through a uniquely South African perspective. They captured diverse experiences, including the culinary community of Bo-Kaap, the wilderness of Madikwe, the coastal hiking on the Chokka Trail, the scenic beauty and majestic sights of the Panorama route and the vibrant culture of Soweto.
The campaign isn’t just about striking photographs. It’s about the process — the journey of meeting these people, exploring their experiences communities, and documenting their businesses, lives, routines, and connection with nature. Five of the portraits are, therefore, accompanied by an interview and video narrative.
Tolga Büyükdoganay, chief creative officer, Ogilvy Amsterdam, commented, “We’re thrilled to partner with South African Tourism again, showcasing the country’s soul through the eyes of its people. This time, we literally built a camera from South African materials, capturing the nation’s authentic beauty with a unique artistic tool.”
Credits
Creative Agency: Ogilvy Amsterdam
CCO: Tolga Büyükdoganay
Executive Creative Director: Diego Lauton
Creative Director: Lorene Faivre
Creative Team: Carolina Raobelinaharizoa and Arthur Lacroix
Strategy Director: Joanna Uniwersal
Account Directors: Bart Sweere & Pooja Dhiman
Account Manager: Rachel Bridgette
Production Company: Dare Content
Executive Producer: Christiaan Coetsee
Producer: Tristan McCarthy
Director: Kyla Philander
DOP: Jared Paisley
