Castle lager - "Smash the Label"

Ogilvy South Africa

Ogilvy South Africa Bryanston, South Africa

Awards

10205

Brand: Castle lager
Country: South Africa

Advertiser: ABInbev / Grupo Modelo

Title	Smash the Label
Agency	Ogilvy South Africa
Campaign	Smash the Label
Advertiser	ABInbev / Grupo Modelo
Brand	Castle lager
Date of First Broadcast/Publication	2018 / 6
Business Sector	Beers, Ciders, Lagers
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.’
Philosophy	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.
Media Type	Digital
Length	60 seconds
Creative Director	Terry McKenna
Creative Director	Pete Case
Creative Director	Mariana O’Kelly
Art Director	Suzanne Jenner
Copywriter	Stephanie Van Niekerk
Director	Kim Geldenhuys
Production Company	0307 Films
Producer	Debbie Dannheisser
Producer	Jo Barber
Music	DJ Maphorisa
Music	Pulse Films
Post Production	BlackGinger
Colorist	Oison Driscoll
Colorization	The Mill
Account Management	Greg Pfuhl
Account Management	Ashley Seko
Account Management	Sandra Stacey
Chief Creative Officer	Pete Case
Cinematography	Jamie Ramsey
Designer	Amori Gerber
Designer	Natasha Fourie
Editing Company	Deliverance Cap Town
Editor	Gordon Midgely
Executive Creative Director	Mariana O’Kelly
Music Composer	Marc Algranti
Music Composer	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
Producer	Tracy-Lee Portnoi
Producer	Marc Bloch
Project Manager	Ruth Pearl Molteno
Project Manager	Netania Frey
Recording Studio	Produce Sound
Sound Designer	Louis Enslin
Strategist	Gabi Bernstein
VFX Artist	Michael Mostert
VFX Artist	Marco Raposo de Barbosa
VFX Artist	Darrin Hofmeyr
VFX Artist	Angelo Beceiro Collinicos
VFX Artist	Dylan Palmboom
VFX Artist	Daniel De Jager
VFX Artist	Douw Van Niekerk
VFX Artist	Sven Hohmeir
VFX Artist	Jean Redelinghuys
VFX Artist	Carelize Jacobs
VFX Artist	Tyla Koen
VFX Artist	Tlou Mathapo
VFX Artist	Aaliya Moola
VFX Artist	Stefan van der Sandt
VFX Artist	Thabang Chuene