South African Airways currently flies direct to 54 international and local destinations, an achievement that was worthy of an iconic campaign.

Our task was to celebrate this feat, and of course create appetite for the destinations for passengers.

In response, we created an iconic poster campaign that linked the 5 human senses to city landmarks. The posters became sensory journeys in themselves. We also showed consumers the places that make each city exciting and worth a visit. This exercise was demonstrative that while any airline can fly you
to any airport, it takes a special airline to take you to the places in the city that become memories and tell stories.

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