THE BRIEF: To come up with a creative campaign for the We Are Africa 2016 event that complemented the brand tagline of 'Africa is Not One Story' and could be applied to both communications in the lead-up to and on collateral and brand activations during the event.

WHAT I DID: I came up with the campaign tagline 'Made In Africa' to communicate that rather than selling the same stale narrative often assigned to Africa (and perpetuated by travel brands in their marketing), it is time to 'tell the stories Made In Africa'. I then individually brainstormed several different executions for this concept and presented them to our management team.

Once the final execution was decided, I worked with our team of designers to create several elements in print, digital and experiential that communicated this message.

- Collaborated with African Lens magazine to present bright, diverse photographs of modern Africa and contrasted them with clichéd phrases about the continent.

- Wrote articles about the collaboration and campaign for our blog and print magazine.

- Created an on-site gallery displaying the photographs with accompanying copy and an introductory column. This culminated in a photo opportunity for delegates to put themselves in the story using a large tag box frame reminiscent of social media tagging, which became a motif for the campaign.

- Came up with ideas for on-site collateral including a Made In Africa pin and a detachable frame that could be used for social media photo opportunities.

- Promoted on social media throughout the event.