To show Capetonians Emirates’ commitment to the environment and also the city itself, we created a 12x6 m horizontal plant billboard in the trendy Kloof Street area and transformed a featurless space into a living, breathing piece of environmental art.

As our board grew, we highlighted Emirates’ leadership stance on environmental sustainability and LEDs showed the way to the airline’s 110 destinations out of Cape Town. The living, and constantly changing billboard ignited conversations amongst our Green-conscious consumers on social media which led to extensive blog and PR coverage. This innovative platform was a media first for the brand and for South Africa and proved that Emirates could help beautify the world behind its environmental ethos.

The campaign, although regionally based, generated global coverage with 106,811 tweets and 469, 373 “likes.” In total, 25 million unique visitors at blogging sites around the world saw our billboard. This was the most talked about Emirates campaign in South Africa to date and the PR value alone was $700,000 (ZAR).