Castle Braai o'clock
Synopsis
Brief
Castle Lager is South Africa's favourite beer.
Braai is South Africa's favourite pastime.
So, as the nation's beer, Castle Lager wanted to cement itself as the beer to have whenever South Africans braai.
Insight
A braai is not just about the fire and the meat. It's about the friends we invite, and the memories made around a fire.
Rationale
So we created a campaign that invited all South Africans to a braai. A campaign that showed South Africans how they act and make moments at a braai, and how it all comes together with a Castle. So we invited Mzansi to...
Big Idea
Castle Lager Braai o'clock
Pay-Off Line
Braai Time is Castle Time
Deliverables
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TVC
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4 x Social Media Content Pieces
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7 X English Radio Ads
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5 x Sesotho Radio Ads
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Website Content Pieces
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Digital
Deliverables
Case Study
Client: Castle Lager
Product: Castle Braai o'clock Integrated Campaign
Element: Case Study
TVC
Client: Castle Lager
Product: Castle Braai o'clock Integrated Campaign
Element: Thematic TVC
Writer: Tshepo Molefe, Gregory Walker
Art Director: Lungile Mofokeng, Jacqués Von-Antonio du Plessis
Creative Director: Sukumane Gulube
ECD: Nigel Mathews, Loyiso Twala
CCO: Neo Segola
Social Content Pieces
Client: Castle Lager
Product: Castle Braai o'clock Integrated Campaign
Element: Social Content Pieces
Writer: Tshepo Molefe, Gregory Walker
Art Director: Lungile Mofokeng, Jacqués Von-Antonio du Plessis
Creative Director: Sukumane Gulube
ECD: Nigel Mathews, Loyiso Twala
CCO: Neo Segola
English Radio Ads
Client: Castle Lager
Product: Castle Braai o'clock Integrated Campaign
Element: Radio Ads
Writer: Tshepo Molefe, Gregory Walker
Creative Director: Sukumane Gulube
ECD: Nigel Mathews, Loyiso Twala
CCO: Neo Segola
Sesotho Radio Ads
Client: Castle Lager
Product: Castle Braai o'clock Integrated Campaign
Element: Social Content Pieces
Writer: Tshepo Molefe, Gregory Walker
Art Director: Lungile Mofokeng, Jacqués Von-Antonio du Plessis
Creative Director: Sukumane Gulube
ECD: Nigel Mathews, Loyiso Twala
CCO: Neo Segola
Title: Cheers to Great South African Braais and to the Braai Masters
Title: Cheers to Great South African Braais and to the Ice Boys
Title: Cheers to Great South African Braais and to Mr Beer is Beer
Title: Cheers to Great South African Braais and to the Tea Spillers
Title: Cheers to Great South African Braais and to the Two-Plate Bozza
Social Elements
Client: Castle Lager
Product: Castle Braai o'clock Integrated Campaign
Element: Twitter Journey
Writer: Tshepo Molefe
Social Media Manager: Bongile Dube, Travis Carlsen
Creative Director: Sukumane Gulube
ECD: Nigel Mathews, Loyiso Twala
CCO: Neo Segola