PROJECT // PART. 02

OVERVIEW

The Month 1 delivery focuses on defining South Africa’s strategic destination positioning for the Brazilian market, with an emphasis on Afro-Brazilian and LGBTQIAP+ audiences.

The goal is to craft an authentic, accessible, and emotionally resonant narrative that bridges the Brazilian and South African identities through the concept of JOY: The heart-to-heart connection captured in the campaign “South Africa awaits, come and find your joy.”