Titolo | Smash the Label |
Agenzia | Ogilvy South Africa |
Campagna | Smash the Label |
Cliente | ABInbev / Grupo Modelo |
Marca | Castle lager |
Data di Prima Diffusione/Publicazione | 2018 / 6 |
Settore | Birre |
Trama | In a country as diverse as South Africa, we are still confronted by acts of prejudice and discrimination driven by our differences in our race, cultural heritage, sexual preference, social-economic standing and background. Labels based on stereotypical labels perpetuate these prejudices and keep us apart. And that’s why Castle Lager, the iconic 150-year-old beer brand that’s always been about friendship, decided tackle the issue head-on. The insight being that when we sit down and get to know each other over a beer, we see that there is much more to a person than their ‘label.’ |
Filosofia | The #SmashTheLabel campaign was launched with a provocative film directed by Kim Geldenhuys of 0307 Films. It features a diverse mix of South Africans who boldly state the societal label which has been attributed to them. Stereotypes attached to the characters are well-recognised labels, frequently used in South African culture. Terms like ‘Dutchman’, which refers to a person of Afrikaans descent, or ‘Cheese Boy’ being a black youth who comes from a fairly wealthy background (having the ability to afford cheese). Further labels include a ‘Slay Queen,’ a label generally attributed to a woman who is excessively materialistic and has a number of suitors to fund her lavish lifestyle and a ‘Stabane’ – a derogatory term used for a gay man. Each character is liberated from their limiting labels as items that signify their label are blown up to an anthemic declaration that they are ‘more than that.’ The track was composed by, DJ Maphorisa, one of the country’s most popular DJs, ensuring that the call for a label-free South Africa travels way beyond our screens. It’s a radical shift for the brand that is seen as the boy’s club of beers, but it’s just the start of an inclusive, integrated campaign that aims to ignite the conversation in a way that inspires all of us to break through our biases. One beer at a time. |
Tipo di Media | Interattivo |
Lunghezza | |
Creative Director | Terry McKenna |
Creative Director | Pete Case |
Creative Director | Mariana O’Kelly |
Art Director | Suzanne Jenner |
Copywriter | Stephanie Van Niekerk |
Director | Kim Geldenhuys |
Casa di Produzione | 0307 Films |
Producer | Debbie Dannheisser |
Producer | Jo Barber |
Music | DJ Maphorisa |
Music | Pulse Films |
Post Produzione | BlackGinger |
Colorist | Oison Driscoll |
Footage | The Mill |
Account Management | Greg Pfuhl |
Account Management | Ashley Seko |
Account Management | Sandra Stacey |
Chief Creative Officer | Pete Case |
Cinematografia | Jamie Ramsey |
Designer | Amori Gerber |
Designer | Natasha Fourie |
Editing Company | Deliverance Cap Town |
Editor | Gordon Midgely |
Executive Creative Director | Mariana O’Kelly |
Music Composer | Marc Algranti |
Music Composer | Zanillya |
Performance | Roelof Van Wyk |
Performance | Marcello Adams |
Performance | Ruan Els |
Performance | Adrian Le Roux |
Performance | Hein Oosthuizen |
Performance | Natalie Celliers |
Performance | Rob Muir |
Performance | Rashieq Sasman |
Producer | Tracy-Lee Portnoi |
Producer | Marc Bloch |
Project Manager | Ruth Pearl Molteno |
Project Manager | Netania Frey |
Recording Studio | Produce Sound |
Sound Designer | Louis Enslin |
Strategist | Gabi Bernstein |
VFX Artist | Michael Mostert |
VFX Artist | Marco Raposo de Barbosa |
VFX Artist | Darrin Hofmeyr |
VFX Artist | Angelo Beceiro Collinicos |
VFX Artist | Dylan Palmboom |
VFX Artist | Daniel De Jager |
VFX Artist | Douw Van Niekerk |
VFX Artist | Sven Hohmeir |
VFX Artist | Jean Redelinghuys |
VFX Artist | Carelize Jacobs |
VFX Artist | Tyla Koen |
VFX Artist | Tlou Mathapo |
VFX Artist | Aaliya Moola |
VFX Artist | Stefan van der Sandt |
VFX Artist | Thabang Chuene |