Deliverables

Outdoor | Billboard | Kulula.com | Airlines

The Brief

Kulula.com was one of South Africa's most beloved low-cost airlines, known for marketing that is bold, self-aware and consistently funnier than anything else in the category. When expanding their offering to include adventure travel and experiences, the brief was to announce this new territory in a way that felt unmistakably Kulula. Not a safe travel montage. Something that stopped people.

The Execution

An airline seat, fitted and upholstered in Kulula's signature green, sits inside a shark cage submerged underwater. A great white shark circles just beyond the mesh. The line reads simply: Now we do adventures too. The visual does everything. The absurdity of the seat placement communicates adventure travel immediately, and the Kulula tone, deadpan, slightly daft, completely confident, comes through without a single extra word. No destination. No price point. Just a seat where no seat should ever be.

The Outcome

A strong addition to Kulula's canon of standout advertising, reinforcing the brand's reputation for irreverent, high-impact communication.