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Make A Different Friend - The Pinkie Ring Guy

basics
Industry: Alcoholic drinks
Media:Radio
Market:South Africa
Style: Minimalism
descriptioncnen
ScriptInEnglish
SFX: Mysterious and intriguing music MVO: Step inside the world of the man with the pinkie ring. The ring that subtly says: I AM VERY WEALTHY! The man whose little finger expresses itself with a crest and a Latin phrase like Omnia Dominates. Does it chaff as he constantly swirls his cognac? Why does he hold it to his face so often? Why is he always redoing his cufflinks? Now as he puts down his empty glass with his regal little finger half cocked, fat rolling over the sides onto his pinkie ring, you take him a Castle and step into the peculiar and marvelous world of the man with the precious pinkie ring. Castle Lager, the friendship brew. Enjoy responsibly. Not for sale to persons under the age of eighteen.
EntrySummary
Culturally, South Africa is an extremely diverse country, with a history of segregation. The country is still struggling to be truly integrated. People tend to keep to their old friendship groups of people that are all exactly the same. There is one thing that seems pretty universal. Nobody will refuse if you offer to get them a beer. In South Africa, Castle Lager is considered to be the National beer. Over many years, it has built an image of standing for friendship and unity. It is the one beer that can encourage people to make friends with another South African no matter how different they are.
BriefExplanation
It’s hard to make friends with a stranger. The things they say and do seem bizarre. But if you persevere you could uncover and enjoy a new world. Castle Lager created ads that spoke to this mindset; that meeting someone different to yourself can be wonderful. In these ads we witness the moment when you first observe the mystical, confusing, almost alien behavior of a stranger. Despite this, we encourage you to go make first contact with this strange creature by buying them a Castle Lager, South Africa’s friendship brew. Do this and you will discover what the different, interesting and wonderful world of this stranger could be like.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Bronze Radio and Audio
Sectors > Food & Drink
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