| 标题 | Smash the Label |
| 广告公司 | Ogilvy South Africa |
| 广告战役 | Smash the Label |
| 广告主 | ABInbev / Grupo Modelo |
| 品牌 | Castle lager |
| 首次发布日期 | 2018 / 6 |
| 行业领域 | 啤酒，苹果酒 |
| 剧情简介 | 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.’ |
| 哲学 | 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. |
| 媒体类别 | 互动 |
| 长度 | |
| 创意总监 | Terry McKenna |
| 创意总监 | Pete Case |
| 创意总监 | Mariana O’Kelly |
| 美术指导 | Suzanne Jenner |
| 文案 | Stephanie Van Niekerk |
| 导演 | Kim Geldenhuys |
| 制作公司 | 0307 Films |
| 制片 | Debbie Dannheisser |
| 制片 | Jo Barber |
| 音乐 | DJ Maphorisa |
| 音乐 | Pulse Films |
| 后期制作 | BlackGinger |
| Colorist | Oison Driscoll |
| 着色 | The Mill |
| Account Management | Greg Pfuhl |
| Account Management | Ashley Seko |
| Account Management | Sandra Stacey |
| 首席创意官 | Pete Case |
| 电影 | Jamie Ramsey |
| 设计师 | Amori Gerber |
| 设计师 | Natasha Fourie |
| 剪辑公司 | Deliverance Cap Town |
| 剪辑师 | Gordon Midgely |
| 执行创意总监 | Mariana O’Kelly |
| 音乐作曲家 | Marc Algranti |
| 音乐作曲家 | 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 |
| 制片 | Tracy-Lee Portnoi |
| 制片 | Marc Bloch |
| 项目经理 | Ruth Pearl Molteno |
| 项目经理 | Netania Frey |
| 录音室 | 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 |
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