South African Airways



The SAA mantra was “We are Africa” a bold statement designed to illustrate the vast and unparalleled route network across the African continent afforded by SAA. We illustrated this with a simple image of a cloud in the form of the continent using vapour trails from aeroplanes to illustrate routes and destinations. The creative was used as the major theme across both consumer and trade publications to position the airline as the carrier of choice for South Africa and beyond.

“With the UK being the most significant and competitive overseas market, it was imperative that the creative execution designed, robustly communicated SAA’s unique selling proposition. Evewright’s interpretation of our brief was excellent and completely satisfied our objectives.”

Marcus McKenzie UK General Manager South African Airways.