


0
media covering and publishing news about the event
0
total Earned Media that exceed expectations
0
local project (production, design & launch)
About the campaign
This project was part of the launch of the 2M Beer new pack, a campaign developed to articulate the Mozambique of today, on trend, current and so uniquely ours.
The campaign idea was centered on +258, the Mozambique dialling code, which has its insight in a local pride modern movement initiated by the known Mozambican rapper, Laylizzy who ended up giving voice to this campaign and has now become slang for describing everything that is cool about being Mozambican.
The +258 Collection was launched in beginning of October 2019 at an exclusive pop up store in the cradle of mozambican identity and the cultural heart of the capital – the Mafalala neighbourhood, at the recently opened Mafalala Museum.
Challenge
The Capulana is the national fabric of Mozambique, and much like 2M, it’s a potent symbol of Mozambican identity.
Local Capulana design iconography embodies a rich history of Mozambican storytelling and the fabric is used at important events like the birth of child or the marriage of a couple.
But now, Capulana are mass manufactured in India and China and the new western based designs no longer tell Mozambican stories with Mozambicans becoming more attracted to the modern..
As a brand woven into the fabric of Mozambican culture, 2M saw an opportunity to reconnect Mozambicans with their culture.
Solution
As part of the new 2M Beer pack campaign, developed to articulate the Mozambique of today; on trend, current and so uniquely ours, we Invited Mozambican fabric designers to design a Capulana inspired by the visual iconography of 2M, recently introduced into a new packaging range, that would represent modern Mozambique.
After, we put these designs into the hands of six young Mozambican fashion designers for their own modern re-interpretations and there it was, the new +258 Collection.
A 100% Mozambican designed and produced fashion collection that had the mission to re-vigorate the sense of pride for a national icon, the way we did with 2M Beer.
Results
The main brand purpose of this project was visibility and capability of showing how the art of mixing the traditional with the modern, is trendy, is ours and is proudly Mozambican.
And we got there.. the launch of the collection was a huge success with more than 19 media covering and publishing news about the event and embracing the newest 100% Mozambican capulana fashion design collection. The project earned media exceed expectations with a value of almost 8K USD.
- 19 media covering and publishing news about the event
- 8K USD +- total Earned Media that exceed expectations
- A 100% Local project: Local design, Local Production and Local Launch
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Isobar Nigeria
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.
John Brown Media South Africa: MINI Creative Club
The objective of this campaign was to reach 2,018 sales target for MINI Clubman by generating at least 3 438 leads and introducing a new customer base to MINI Clubman in an innovative way