18 Nov This Is Africa | A New Campaign for DStv
This Is Africa (#tia) is a new campaign for DStv that’s all about showcasing the African continent in a positive light. The brand message, “This is Africa. Not how they see it, but how we know it.” reflects the current sentiment of our generation. The message is about breaking down the negative stereotypes, and encouraging people to see the beauty, creativity and potential that exists among African youth. The campaign was made by Ogilvy & Mather Johannesburg and launched with this TVC – which has arguably the best voice over ever – and continues the conversation at www.dstv.com/tia and on social media via the hashtag #tia hoping to introduce positive dialogue around the continent we call home.
“TIA,” they say. “This is Africa.” But they are not us. We are Africans, not as they see it, but as we know it.
They say our kids are hungry, they’re right; the kids here are starving for greatness.
They say Africa is hot, They’re right, we’re on fire, sizzling with ambition.
They say we’re one country, yes, we are united in our diversity!
They say we speak ‘African’ but they should know, we LIVE African!
By telling our story, our way, we alone define our African-ness, For us, and for the world!
This is our home. This is our life. This is Africa.
The ad was shot in Ghana and directed by Teboho Mahlatsi known for the popular South African youth drama Yizo Yizo.
Agency – Ogilvy & Mather Johannesburg
ECD – Neo Mashigo, Mariana O’Kelly
Creative Director – Sibusiso Sitole
Writer – Kamogelo Sesing, Vuyo Mphantsa
Art Director – Marcus Moshapalo, Innocent Mukheli
Agency Producer – Simone Bosman
Client Service – Sabi Macu
Production House – Bomb Shelter Productions
Director – Teboho Mahlatsi
Producer – Marc Harrison