YOU MIGHT have seen the billboards Ad splashed all over, particularly as you enter one of the biggest and richest townships in the world: Soweto.
Its’ because Soweto’s own brand known as ‘I See A Different You’ creative collective have partnered with top whisky brand Scottish Leader, on how to interpret and express the unique beauty and dynamism of the country -the end result: inspire others to do the same!
Who said Scots and Sowetans’ can’t create a magic wand?
Well, thanks to pair Innocent Mukheli and Vuyo Mpantsha, from Pimville who shot to fame through their photographic blog in 2001. They’re the face of I See A Different You campaign; that talks about friends who wanted to show a different Soweto – their Soweto – to the world, simultaneously retelling and reframing the township story in an optimistic and creative light to alter negative, contrived and outdated perceptions.
“In essence, both brands stand for positive change. Only when you look at the world differently can you bring about positive and meaningful change.
Together with Scottish Leader, we are working on encouraging South Africans to believe in their potential and power to transform their lives and in so doing, make a difference that transcends them as individuals,” agreed both Mukheli (32) and Mpantsa (29).
In addition to the outdoor advertising campaign, a host of brand activities, including launch parties, an innovative digital photography drive, as well as regular social networking events, will unfold this year.
The choice of locations for the campaign visuals had to be distinctive, as well as capture the reality, vibrancy and essence of township lifestyle, as can be seen in the scenes reflecting a typical game of pool, a Spaza shop, the distinctive roofs of Kliptown in Soweto, and the Alexandra township, amongst others, says the creative director of the Ad.
The Scottish Leader also uses the campaign to promote its well-known brands Original, Signature and 12-year-old.
“The I See A Different You philosophy beautifully mirrors the Scottish Leader ethos of viewing things from a new perspective to discover richer possibilities.
It therefore made sense for us to team up and intensify the expression of a shared narrative, while at the same time promoting the three seductively sweet, smooth, rich and smoky Scottish Leader variants that sell in South Africa, including Original, Signature and 12-year-old,” says Meryll Stocks Roos, marketing spokesperson for Scottish Leader: South Africa.
Well, let’s celebrate our own with a glass of a Scot…