DDB PARIS / HENNESSY / 2019
Africa is on the rise. It’s the scene of a new generation of creative entrepreneurs who are reinventing the rules. They’re creating their world, a world where The West is no longer the dominant cultural influencer and where Africa is setting the trends beyond its own frontiers.
Designers, photographers, content producers, fashion entrepreneurs, they act as a tough-leaders. This new African mindset shifted the archetypes of success—from dandies in suits to urban mavericks, from ‘making it’ in their father’s company to turning their own passion into a business. Such success stories don’t turn them into inaccessible stars or muses. They’re real, accessible and represent a spirit of creativity. They are proud of their roots. Whether they’ve studied abroad, or made it by themselves, they’re here in Africa to make it happen—with the African creativity and means. They are the new voice of Africa.
Exclusively composed with photography shot in the streets of Africa, the film original format reflects the energy of a new generation. Far from the production standards, this original format based on striking photography and a voice-over. Booming with the energy rising from the streets, it features the creative African youth. The key talents who are present in the print and content campaign are merged with anonymous actors of this new African scene.