Castle lager - "Smash the Label"

Ogilvy South Africa

Ogilvy South Africa Bryanston, Südafrika

Awards

10457

Marke: Castle lager
Länder: Südafrika

Werbende: ABInbev / Grupo Modelo

Titel	Smash the Label
Agentur	Ogilvy South Africa
Kampagne	Smash the Label
Werbende	ABInbev / Grupo Modelo
Marke	Castle lager
Datum der ersten Ausstrahlung/Veröffentlichung	2018 / 6
Geschäftsbereich	Bier, Cidre
Story	In a country as diverse as South Africa, we are still confronted by acts of prejudice and discrimination driven by our differences in our race, cultural heritage, sexual preference, social-economic standing and background. Labels based on stereotypical labels perpetuate these prejudices and keep us apart. And that’s why Castle Lager, the iconic 150-year-old beer brand that’s always been about friendship, decided tackle the issue head-on. The insight being that when we sit down and get to know each other over a beer, we see that there is much more to a person than their ‘label.’
Philosophie	The #SmashTheLabel campaign was launched with a provocative film directed by Kim Geldenhuys of 0307 Films. It features a diverse mix of South Africans who boldly state the societal label which has been attributed to them. Stereotypes attached to the characters are well-recognised labels, frequently used in South African culture. Terms like ‘Dutchman’, which refers to a person of Afrikaans descent, or ‘Cheese Boy’ being a black youth who comes from a fairly wealthy background (having the ability to afford cheese). Further labels include a ‘Slay Queen,’ a label generally attributed to a woman who is excessively materialistic and has a number of suitors to fund her lavish lifestyle and a ‘Stabane’ – a derogatory term used for a gay man. Each character is liberated from their limiting labels as items that signify their label are blown up to an anthemic declaration that they are ‘more than that.’ The track was composed by, DJ Maphorisa, one of the country’s most popular DJs, ensuring that the call for a label-free South Africa travels way beyond our screens. It’s a radical shift for the brand that is seen as the boy’s club of beers, but it’s just the start of an inclusive, integrated campaign that aims to ignite the conversation in a way that inspires all of us to break through our biases. One beer at a time.
Medientyp	Interaktiv
Länge	60 seconds
Creative Director	Terry McKenna
Creative Director	Pete Case
Creative Director	Mariana O’Kelly
Art Director	Suzanne Jenner
Texter	Stephanie Van Niekerk
Regisseur	Kim Geldenhuys
Produktionsfirma	0307 Films
Produzent	Debbie Dannheisser
Produzent	Jo Barber
Musik	DJ Maphorisa
Musik	Pulse Films
Post-Produktion	BlackGinger
Kolorist	Oison Driscoll
Kolorierung	The Mill
Kundenbetreuung	Greg Pfuhl
Kundenbetreuung	Ashley Seko
Kundenbetreuung	Sandra Stacey
Chief Creative Officer	Pete Case
Bild und Kamera	Jamie Ramsey
Designer	Amori Gerber
Designer	Natasha Fourie
Redaktionsbüro	Deliverance Cap Town
Cutter	Gordon Midgely
Executive Creative Director	Mariana O’Kelly
Komponist	Marc Algranti
Komponist	Zanillya
Performance	Roelof Van Wyk
Performance	Marcello Adams
Performance	Ruan Els
Performance	Adrian Le Roux
Performance	Hein Oosthuizen
Performance	Natalie Celliers
Performance	Rob Muir
Performance	Rashieq Sasman
Produzent	Tracy-Lee Portnoi
Produzent	Marc Bloch
Projektmanager	Ruth Pearl Molteno
Projektmanager	Netania Frey
Aufnahmestudio	Produce Sound
Sounddesigner	Louis Enslin
Strategist	Gabi Bernstein
VFX-Künstler	Michael Mostert
VFX-Künstler	Marco Raposo de Barbosa
VFX-Künstler	Darrin Hofmeyr
VFX-Künstler	Angelo Beceiro Collinicos
VFX-Künstler	Dylan Palmboom
VFX-Künstler	Daniel De Jager
VFX-Künstler	Douw Van Niekerk
VFX-Künstler	Sven Hohmeir
VFX-Künstler	Jean Redelinghuys
VFX-Künstler	Carelize Jacobs
VFX-Künstler	Tyla Koen
VFX-Künstler	Tlou Mathapo
VFX-Künstler	Aaliya Moola
VFX-Künstler	Stefan van der Sandt
VFX-Künstler	Thabang Chuene