Brief​

Castle Milk Stout planned to be radio silent in August 2020. So as a proactive campaign, we developed an interim campaign that will fill the media silence for the month of August.

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Insight

The youth are interested in learning more about their culture. The problem is, they don't want to do the work to gain this knowledge.

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Rationale

To make this knowledge more accessible to them, we show the links between their modern-day slang and old cultural proverbs.

 

Each week, we posted an old proverb and the slang interpretation per theme. Week 1, address love-related proverbs. Week 2, money matters and week 3, wisdom. 

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Big Idea

#RoutesToMyRoots