We had to create an authentic, non-stock library that Joburg Tourism could be proud of and that their market could 100% relate to.
Our idea was to build an image library – by the people, for the people. We wanted to give recognition to the people of the city, and give them the chance to add their unique perspectives to the city they live in. All they had to do was ‘Capture Joburg’.
We gave local professional photographers and the public the opportunity to show the world what Joburg looks like through their eyes/lenses.
We reached 4 324 159 people throughout the campaign.