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. 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.
Client: Castle Milk Stout
Element: Social Media
Writer: Tshepo Molefe
Creative Director: Nhlanhla Ngcobo
ECD: Nigel Mathews
CCO: Neo Segola