Branding // Not One Story campaign

  • Olivia Squire
  • Katie Palmer

For the 2016 edition of We Are Africa, a conference dedicated to the high-end African travel industry, I developed the "Not One Story" tagline and campaign in tandem with our in-house creative team. The brief was to come up with a creative concept to combat traditionally lazy travel marketing in which the African continent is reduced to sunsets and safaris rather than a diverse continent of multiple experiences. The "Not One Story" campaign was rolled out across brand activations, branded collateral and event magazines, and launched at the event in Cape Town with an emotive brand video, for which I also wrote the copy. View the full video at https://vimeo.com/126801815

Full video copy as follows:

We are bound by tradition
We are boundless in modernity

We are safaris in the bush
We are adventures in urban jungles

We are proud of our tribal ancestry
We are forging our contemporary culture

We are the world’s longest river
We are the world’s biggest desert

We are the beating of drums
We are the drumming of afrobeat

We are the Big 5
We are 15% of the world’s population

We are colourful on the streets
We are stylish on the catwalk

We are protecting our heritage through conservation
We are creating our future through innovation

We are the magic of the unknown
We are the comfort of home

We are one continent
We are 54 countries

We stand apart in our individuality
We stand united in diversity

We are Not One Story
We Are Africa