Meet South Africa - A story at every turn

Director: Teboho Mahlatsi

Producer: South Africa Tourism

Country: ZAF


Bheki a young Mbhaco maker is tasked with creating the most magnificent Mbhaco he?s ever made. This challenge leads him on a search for inspiration and the adventure of a lifetime?

The modern traveller no longer travels to tick places off a list. They want to be immersed in a destination and its culture, they want to travel like a local. So, in the tradition of African storytelling, South African Tourism created a short film; telling our story from a real South African perspective, giving our potential traveller a real taste of what it would be like to travel through our unique country.


We were briefed to create a ?brand film? that would put South Africa firmly on the global traveller?s consideration list. 

Through research it had been determined that travellers were more likely to:

1.  Consult online search engines and social media when considering which destination to visit.

2.   Be less sensitive to price and distance when they perceived the destination to be unique.

3.   Trust content from a traveller point of view ie. content that was not explicitly branded.

What is uMbhaco you ask? It is a traditional Xhosa wedding dress, the design of which is inspired by the landscapes, heritage and experiences of the bride-to-be. Just like the diverse landscapes, cultures and experiences of a trip through South Africa, no two imibhaco are ever same. 

Not only did we tell our story from a South African perspective, but we worked with some of the top young South African music, fashion and culture creators to score, style and help tell our story. This along with the fact that the film was packed with unique places, cultures and experiences created endless additional rabbit holes enabling us to continue telling our other unique South African stories on Facebook, Instagram and Twitter, long after Bheki had found what he was looking for.