This is a story about the purity of the human spirit – of the African spirit – and our unbridled potential for creative, inspiring, innovative thought and action. Above all, it is a uniquely African story, the tale of the human spirit facing uniquely African challenges and opportunities – and overcoming them. A story in which we, and the world around us, will change the future through an all-encompassing spirit – Africanacity.
Filosofia
It’s a concept that fires up the imagination, gives birth to innovation and sparks creativity – because it’s a truth that is at the very essence of who and what we are as Africans. We are innovators, entrepreneurs, visionaries, revolutionaries, humans. It speaks to the ingenuity that epitomises our continent (Africa), and to the tenacity of our spirit; we know no boundaries, we have no limits and we always find a way to get things done.
Problema
The campaign was born from the need for Absa Corporate and Investment Banking to have presence in market and to position itself on the back of the new Absa brand positioning of ‘Africanacity – The distinctly African ability to always find ways to get things done’.