Very rarely in one’s career does one get to work on really really important work. Country duty type of important work. This is such work. In the midst of the Covid pandemic, Joe Public was tasked by South African Tourism to work on the campaign that would relaunch the country to the world post the grips of COVID 19. What followed was one of the most collaborative, challenging, grueling processes which was also the most rewarding in the end. We worked with the insight that travelers have been left feeling lifeless and numb from the pandemic and many of them are yearning for a travel experience that can break them out of the stress of their lives. The Live Again campaign demonstrates to the world that South Africa is the ultimate destination to re-awaken, re-energise and re-ignite you. This is one place that can transform you and leave you like you’ve never been before. Hopefully, this piece captures that sentiment beautifully. Thank you to @jerrympufane and the entire team at SA Tourism for trusting us and partnering with us for this work. Thank you to @zee._.ntuli, our director, and @darling__tv for bringing the vision to life. Or is it bringing life to the vision? 😄 Thank you to @sunelmusician and @bongeziwemabandla for the incredible track you composed to capture and elevate this narrative. Thank you to @thebeikalafeng and the SAT board, as well as the Department Of Tourism for all your support. Lastly, but most importantly, thank you to our beautiful country for being the perfect canvas and inspiration for us to tell this unique story, at this important time. To those who are looking for a life changing travel experience, South Africa is open. Come and Live Again! 🇿🇦🇿🇦🇿🇦 #SouthAfricanTourism #LiveAgain #JoePublicUnited