An idea that matters

So, the World Cup is over. Now what?

100% of Host Nations suffer post-event depression. Fact.

As South Africans we’ve experienced an unprecedented high.

Which means an even lower low.

But maybe not.

What if we gave people the permission to remain enthusiastic?

Gave them something to celebrate beyond the World Cup?

Something they’ve been celebrating all along.

Us.

Us.With our flags.

Introducing

For 30 More Days.

How?

We use 30 days to reflect and redirect the nation’s

spirit.

South Africa’s loved brands initiate a massive internal

drive with all their staff members.

How?- Order “Keep Flying” badges for all staff members to wear everyday for 30 days

- Amend your email signature to include the “Keep Flying” logo

- Don’t take down the flags you’ve put up on your buildings/cars/homes.

South Africa’s loved brands introduce and endorse the idea publicly.How?

- Fly the flag literally in all communication – new and existing.- Start initiatives unique to your brand

- Leverage existing activations that tells the message

(on all ads)

South Africa’s media get behind the campaign and give it the exposure it needs to be felt.How?

- Adapting mastheads to incorporate the logo- Continuity stings with the animated logo

- News readers and anchors to wear the flag badge- Using unsold inventory to run ads

The goal: “Keep flying” everywhere.

The idea is open-source. Not owned by one brand.It belongs to everyone.

The logo’s, email signatures are available as downloads on

www.keepflying.co.za

So, why are we doing this?

Cos, the flag hasn’t actually been a symbol of our soccer enthusiasm.

It’s been a symbol of our enthusiasm for ourselves.

Of what we can accomplish.

Of who we are.

We fly the flag to remind us of us.

And that with One Spirit, we can do anything.

An idea that matters.

A Draftfcb initiative