Newlands Spring Brewing Film, Digital, Case study Not That Newlands [Case Study] by King James

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Not That Newlands [Case Study]

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Industry Beers and Ciders
Media Film, Digital, Interactive & Mobile, Case study
Market South Africa
Agency King James
Chief Creative Officer Alistair King
Executive Creative Director Devin Kennedy, Matt Ross
Creative Director Matt Ross, Jared Osmond, Damian Bonse
Art Director Damian Bonse
Copywriter Jared Osmond, Emma Drummond
Production Grand Kids Collective
Released February 2018

Awards

Loeries Africa Middle East 2018
PR & Media communication PR Campaign - Type B Campaign Bronze

Credits & Description

Media: Integrated
Category: Drinks, alcoholic
Client: Newlands Spring Brewing Co.
Agency: King James Group
Production: The Grand Kids Collective
Country: South Africa
Chief Creative Officer: Alistair King
Executive Creative Director: Devin Kennedy
Executive Creative Director: Matt Ross
Creative Director/ art director: damian bonse
Creative Director/ writer: Jared Osmond
Senior Digital Copywriter: Emma Drummond
Agency Producer: ananda swanepoel
PR & Social media manager: Lauren Chavez
Published: May 2018
Synopsis:
South Africa and Australia are bitter rivals. And they tend not to say nice things about each other. So how did Newlands Spring Brewery, a particularly wily bunch of South Africans, get Aussies to punt their beer? It's all in the name. See there's a Newlands in South Africa. But there's also one down under. So King James Grup, launched Newlands Spring beer down under, asked Australians if they liked the beer - all without telling them which Newlands it came from. And they fell for it. Then, we launched the campaign as the Aussie cricket team arrived for their second test at, you guessed in, Newlands Cricket stadium in Cape Town, South Africa.
#NotThatNewlands