Castle Lager’s newest campaign celebrates the optimism, courage and shared values that South Africans use to rise above a myriad of daily challenges and causes for hopelessness and pessimism. In colloquial South African speech and street culture, ‘to be within’ expresses a shared mindset of courageous optimism and tenacity. It says ‘regardless of the turmoil around me, I have it within me to choose how I’ll respond. I may not be where I wanted to be, but I’m in better range of my dreams than yesterday.”
It's a lived philosophy that reminds us that when we refuse to accept things as they are and show up and believe in each other, then nothing is truly impossible
It's a lived philosophy that reminds us that when we refuse to accept things as they are and show up and believe in each other, then nothing is truly impossible
A campaign that reinforced the love of community, we were able to set a series of questions about what makes your community/neighbourhood the best. Raging from Social stories and outdoor medias. We collaborated with artist from each community to showcase their answers.
