top of page

Castle Milk Stout



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.


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.


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. 

Big Idea



Social Media

Client: Castle Milk Stout

Product: #RoutesToMyRoots

Type: Conceptual

Element: Social Media

Writer: Tshepo Molefe

Creative Director: Nhlanhla Ngcobo

ECD: Nigel Mathews

CCO: Neo Segola

Screenshot 2021-01-13 at 20.17.43.png
Screenshot 2021-01-13 at 20.16.24.png
Screenshot 2021-01-13 at 20.17.00.png
Screenshot 2021-01-13 at 18.44.59.png
bottom of page