David Yarrow
I have had the Avenue of Baobabs in Madagascar in my head for some time; I just didn't really know what to do with it creatively. There are no prizes for just going there - after all, it is simply an investment of time and energy and then a transaction with an airline company. The story needed a focus, rather than just a simple love affair with an awesome location.
All these primeval upside-down trees gave me was a background canvas - albeit one that visually transcends as the sun rises and sets. The overwhelming majority of visitors who make it to Madagascar come to this location; it is as tight a name pairing as Madison Avenue is to New York.
My leaning was to play on the word “Avenue” and bring a little bit of Madison Avenue to these castles in the sky. There can be no greater contrast between two acclaimed avenues in the world, after all, Madagascar is a basic agricultural economy where time has stood still. There are no advertising agencies, no luxury watch brands, no “Uptown Girls,” and, to the best of my knowledge, no Billy Joel. There are just goat herders, minivans and big trucks on this avenue.
