Castle Milk Stout

Synopsis

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.

Insight

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

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. 

Big Idea

#RoutesToMyRoots

Deliverables

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

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