Jason, the MD of the ‘word of mouth’ agency haveyouheard, called me in for a chat. He had enjoyed the style of my travel photography and wanted to work together on ideas for a new Safarinow campaign. Safarinow has been in business for over fifteen years and has grown into one of the biggest accommodation booking websites in South Africa. Haveyouheard were developing a campaign about Safarinow owning the brand positioning of the weekend getaway experience under the banner of #livetheweekend.
After a few discussions with the agency we came up with ideas of local social media influences and travellers going on short weekend adventures. I would document their exploits through video and photography which would be used online and in traditional advertising for the campaign. The production would be less about overly art-directed moments found in traditional television advertising and more about authentic vignettes about real weekend experiences.
We found four different couples and families and chose a mixture of popular and under-the-radar destinations for each weekend getaway. A romantic couple went to Elgin which is one of my favourite valleys in the Western Cape. Two girl friends wandered for a spontaneous weekend up the West Coast to Paternoster. A Durban family enjoyed beachfront sunshine and a young couple from Johannesburg headed south from their city to Clarens.
I wrote short scripts for the video voice overs about celebrating weekends and worked with the talented composer Jeremy De Tolly to develop individual music tracks for each ad. The campaign went live in October and videos are currently running as YouTube ads.