South African Tourism has collaborated with Ogilvy to launch the 'Live South Africa' campaign, which features a uniquely crafted pinhole camera made entirely from locally sourced materials. This 'South Africam' is constructed from Cape Beech wood, utilizes scrap metal for its lens, and is secured with cork leather strapping, all adorned with traditional designs by visual artist Samurai Farai.

Three local photographers—Andile Phewa, Andile Buka, and Tsele Nthane—employed this camera to capture genuine portraits that reflect the essence of South African life, ranging from the culinary delights of Bo-Kaap to the vibrant culture of Soweto and the natural beauty of the Madikwe wilderness. These photographs will be displayed at Amsterdam's Restaurant Braai in December.

This initiative, aimed at attracting tourists from the Netherlands, Belgium, and Sweden, seeks to portray South Africa through the lens of its local inhabitants. "We are revealing the soul of the country through the perspectives of its people, showcasing the nation's true beauty with a distinctive artistic medium," stated Tolga Büyükdoganay, chief creative officer at Ogilvy.

The campaign intends to broaden its reach by incorporating additional local photographers to offer a wider array of insights into South African life and culture.

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