DARLINGBREW CAMPAIGN
PROJECT OBJECTIVE
The project challenges students to create a single-channel campaign within a short period of time, for a well-known South African brand. The goal is to spotlight South African culture by incorporating distinctive South Africanisms like slang and references understood only by locals. The project offers the added challenge of creating the campaign in one of South Africa’s eleven national languages, excluding English. Therefore, a three-poster campaign will be created to promote the diverse Darling Brew range. The posters will offer an element of augmented reality which can further the narrative and engage viewers by encouraging interaction.
TARGET AUDIENCE
The Campaign targets all South African beverage consumers who are aware of the niche stereotypes used amongst different cultural communities.
CONCEPT
No labels. Just flavours. The campaign challenges well-known stereotypes of South Africans, by displaying narratives of characters choosing Darling Brew beverages that one may not originally expect. The campaign is thereby saying that South African culture is so diverse and nuanced, that one cannot stereotype the nation or its citizens. Instead of assuming that the ‘rugby boet’ will go for a typical beer, people should challenge their perceptions and stereotypes, to understand that anyone can enjoy any drink they like, regardless of it fitting their appearance.
INSIGHTS
Brand insight: Darling Brew has many ranges that caters to a wide clientele, suggesting that they have a beer for every kind of person.
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campaign insight: In a nation with a rich blend of cultures, flavours, and experiences, South Africans defy stereotypes, instead celebrating individuality as diverse as the beers they choose.
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Media insight: Humans’ curiosity and desire to know things drives them to investigate.
SOLUTION
The campaign's aim is to challenge stereotypes and foster inclusivity among South African consumers of the Darling Brew range, ensuring there's a brew tailored for every individual. South Africans cannot be stereotyped or defined by a single characteristic. The nation is rich with diverse culture, and the way that each South African personally interacts with these cultures differentiates them from their neighbours. The campaign thus pushes the message that South Africans cannot be stereotyped, and that Darling Brew has a beer for every South African, no matter how diverse they are.
