The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Promotional / Collateral Items
Annual ID
OS22_DE088M
About the Work
South Africa is a country rich in culture and heritage. However, as western influence increases, more and more young South Africans are losing touch with their culture. Castle Milk Stout is a brand that honours culture and inspires its consumers to embrace their heritage and savour its richness. Castle Milk Stout wanted to restore the connection between young South Africans and their culture. We wanted to remind them that culture is something that lives inside all of us. Something that is passed on from generation to generation. Culture is the heartbeat of our nation. We wanted to remind our country that as long as their hearts beat, their culture will never die. We began with one heartbeat. The heartbeat of African cultural icon, musical artist Madala Kunene. The scanned heart and recorded heartbeat then became the core from which our entire campaign was built, including a hit song (A collaboration between Madala Kunene and Muzi) and a one-of-a-kind vinyl. The heartbeat was central to the vinyl design. The illustration style of equally spaced vertical lines is inspired by and resembles sound beats, this technique was used to create a foiled debossing of Madala’s heart on the cover as well as stylised beating African patterns throughout the packaging and on the actual vinyl. The vinyl is packaged to take the viewer on a journey from our past, represented by Madala, to our future, represented by Muzi. Two generations bound by one beat. This is further illustrated in an A1 poster that folds out, highlighting key lyrics from the hit song.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Joe Public United / Johannesburg
Art Director
Gareth O'Callaghan
Copywriter
Cameron Fraser
Chief Creative Officer
Pepe Marais
Xolisa Dyeshana
Creative Director
Claudi Potter
Christo Kruger
Executive Creative Director
Simone Rossum
Illustrator
Chris Slabber
Emarie Gouws
Photographer
Paul Samuels
Fausto Becatti
Producer
Wendy Botha
Tammy Chetty
Strategist
Kananelo Rantso
Brand Manager
Kudzi Mathabire
Account Managment
Anelisa Molose
Abigail Sizaliyo
Agency Managing Director
Khuthala Gala-Holten
Production Manager
Manuel Lopes
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