How 'Culture Captcha' is Turning Kenyans into Tourism Brand Ambassadors
SCANAD Kenya, part of J. Walter Thompson, recently team up with the Kenya Tourism Board to launch the first online access safety test that promotes Kenyan culture through GIFs.
The Kenya Tourism Board needed a tool to educate the local population on their national monuments. It teamed with the agency to create the 'Culture Captcha', a modified version of the existing Captcha platform that is used to prove online users are not robots.
The 'Culture Captcha' uses short videos to showcase Kenya’s unique destinations in an innovative way that requires locals to identify key landmarks by filling out their names. The aim was to improve their aptitude in helping foreigners getting around and boost domestic tourism - thus turning 49 million Kenyans into 49 million brand ambassadors.
Advertiser: Kenya Tourism Board
Media Agency: Mediacom
Media Planner: Serah Katusya
Creative Agency: Scanad Kenya (JWT)
Copywriter: Breno Cotta, Javier Echevarria
Art Director: Daniel Muchai, Antonio Fernandez
Chief Creative Officer: Breno Cotta
Developer: Wasim Al-Haddad, John Nguru
Digital Copywriters: Lydia Gathigia
Creative Technologist: (Ext.)Chu Yun Feng, Ya Ting Chien
Post Production / VFX
Producer: Koome Mwirebua (Keyframe)
Production Company: QBF Films/Keyframe
Director: Dan Prior
Illustrator: Nathan Prior
Music Production: Hussein Mwange & Za Kikwetu Studios
Editor: Koome Mwirebua (Keyframe)
Category: Tourism , Travel