South African Tourism Invites You to “Live South Africa” Through the Lens of a Local

South African Tourism introduced a new campaign aimed at attracting tourists from the Netherlands, Belgium, and Sweden to their pristine country. The campaign features stunning portraits of locals who share their unique stories. The images are captured by a local photographer using the South Africam - a specially developed camera made entirely with materials from the country and decorated in traditional art. Ogilvy, the agency collectively creating and executing the campaign, worked closely with locals from South Africa to authentically depict the country's beauty.

The ‘Live South Africa’ campaign extends an invitation to visit the country by showing a live portrait of the nation. To add a truly local lens to this invitation, a unique camera was built from local materials: the South Africam. In the campaign we first see the unique creation process of the camera, which then captured live portraits of the nation. These portraits are presented through both 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 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.

Yet, this 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. That is why five of the portraits are accompanied by an interview and video narrative. 

Tolga Büyükdoganay, chief creative officer, Ogilvy said, "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."

Abby Jacobs, interim head: North Europe Hub, South African Tourism said, "Showcasing South Africa authentically is a key priority. Since our post-COVID recovery began in 2021, we've focused on merging localised insights from the Netherlands, two aspects that make South Africa unique, while keeping our audience top of mind. Our people are at the heart of what makes South Africa special. This campaign, using the innovative 'South Africam,' allows us to share local experiences and invite Dutch, Belgian, and Swedish travellers to immerse themselves in our culture. We're proud of the work we collaboratively were able to deliver with Ogilvy over the past three years and excited about next month's exhibition."