Joe Public United / Johannesburg + Joe Public Shift / Johannesburg
Client / Brand
Castle Milk Stout - ABinBev
ClanBeat - Logo
Some Young Africans are slowly losing touch with their culture. So Castle Milk Stout wanted to create a time that gives heritage and culture relevance again. The entire campaign was based on the heartbeat of Madala Kunene, a cultural icon, who symbolises the practices of the past. His heart was medically scanned and its beat was recorded. This formed the basis of the campaign. His heart became a symbol of culture that is always beating and alive within us. From his heart we created a campaign logo, a big track with popular muso Muzi, a music video and a film. We also created a limited edition vinyl which brings the visual of his beating heart alive as it plays the campaign track. Every piece of communication had one message: Culture will never die.