by MarkLives (@marklives) This week we feature insight into the brief, creative idea, production challenges and results of the #GetItBack campaign for Castle Milk Stout from Joe Public United.
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Watch our #Campaigns playlist on YouTube Client: Castle Milk Stout
Ad agency: Joe Public United
Title: #GetItBack
Information supplied by Joe Public United.
Brief
Castle Milk Stout is a brand steeped in heritage. To rebuild rapport with its key target audience, the brand set out to remind all Africans that now is the time to recognise who we are.
Creative summary
The westernisation of Africa is pervasive and prevalent, often taking precedent over African values and culture. This has resulted in us losing sight of who we are as Africans and losing touch of our proud and rich heritage. The latest film by Castle Milk Stout, titled #GetItBack, is held together by three main narratives: the “baptism”, the “dream” and the “journey”. The supporting scenes are peppered with authentic and rich street-cast portraits, which helps to bring our African culture to life. This concept aimed to create tension in order to remind the audience of what is beautiful. Visual textures, authentic characters, coupled with a powerful and emotive voice-over, help to enhance the need for us as a nation and continent to get back to our roots.
Through an integrated campaign so unapologetic in its spirit and pride, Castle Milk Stout seeks to inspire all Africans to remember the richness of their heritage and to #GetItBack.
What is your Clan name? Check out our New Castle Milk Stout Clan Cans and find yours. #GetItBack #SavourYourRichness pic.twitter.com/GI0IB87QcE
— Castle Milk Stout (@CastleMilkStout) August 16, 2018
Production
Everyone involved in the process of this film was so brave and wanted to push the boundaries, to make a real statement which made it an incredible experience.
“The trust and understanding for a collective vision of wanting to actually say something was a huge driving force on this piece of work,” says Daniel Kaplen, Bioscope Films executive producer. “Being given so much creative freedom really allowed the work to be singular in its vision and, in turn, powerful and emotive, which we knew sitting in the edit room would have an impact on the audience. Following the audience’s reaction to the spot was wonderful because we clearly got people talking and. taking it all into account, it was mostly positive engagement. It’s great to be part of brave, powerful work that actually says something.”
Resources
- Launched during Africa Month — July 2018
- Digital (Facebook, Twitter, YouTube)
- OkayAfrika website
- Target market: South African’s 18+
Measurement
- Reach: 5.5,
- Impressions: 10.3m
- Twitter Trend: Peaking at #2
The campaign is still in progress.
Credits (TVC)
Brand
SAB AB InBev: Castle Milk Stout
Client: Leanne Martin (director category expansion and premiumisation)
Brand manager: Keneilwe Pholo
Campaign lead: Sifiso Pule
Agency
Joe Public United
Group chief creative officer: Pepe Marais
Chief creative officer: Xolisa Dyeshana
Executive creative director: Roanna Williams
Art director: Gareth O’Callaghan, Tshepo Mogorosi
Copywriter: Cameron Fraser, Tshepo Tumahole
Account management: Mpume Ngobese, Nana Lloyd, Gloria Malatji, Paul Wenzel, Sihle Luthuli, Koketso Kganyago
Strategists: Laurent Marty, Sisinyane Sihlali
Agency TV producer: Di Cole
Production company
Bioscope Films
Director: Fausto Becatti
Director of photography: Thomas Revington
Executive producer: Daniel Kaplan
Stylist: Bee Diamondhead
Post-production
Left Post Productions
Editor: Daniel Mitchy
Colourist: Keno Naidoo
Online operator: Keno Naidoo
Music
Pressure Cooker Studio
Audio
Sergio Da Cruz, StudiJoe
SFX
Left Post Productions
#Campaigns is the new weekly MarkLives column featuring insight into the brief, creative idea, production challenges and results of South African communication campaigns, both ongoing and recent. Have a campaign worthy of being featured in #Campaigns? Submit a short motivation to 
and we may well be in touch. Please include links to campaign material, when it ran/is running and why you believe it should be featured.
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