To launch the campaign, posters will be released in busy shopping malls, gyms, and bars in the London city center.
To bring across the feeling of the rustic South African landscape, we packaged our manlikke vellies in an equally rugged wooden box with protective straw and a handy handle.
The box has been plastered with shipping labels to show that the vellies have indeed trekked to find you
The box is designed in such a way that once you’ve removed the shoes, you can chuck your favourite dop inside it and take it along to your midwinter parties in London.
The Vertrekker Vellies are accompanied by a guidebook with instructions on how to do South African hobbies in the UK. The booklet comes in a hard-wearing leather folder and contains tips for braaing in the rain, making your own biltong and skinny dipping.
Throughout the booklet are hand-drawn illustrations executed in a quirky, South African style.
The booklet consists of an introductory page, guidelines for the various activities, a page explaining the additional use for the shoe box and a final goodbye page.
Here the copy reads: “So you’ve moved to England. Maybe for money, maybe for jobs; or maybe because of that British chickie with the lekker accent. For the most part, you’re happy. You like beans for brekkie, warm pints and feeding pigeons in Wimbledon Park. But there are still things you miss about Africa. Like sunburnt walks on the beach, cheering on the Stormers with your chinas, and eating slap chips outside the Shebeen. Well for those times when you verlang na your native soil, lace-up your Veldskoene, take a walk to the South African shop and remember: in a pair of Vertrekker Vellies, you’ll always have a piece of home with you.
"Oh, and when you’ve got your Vellies, don’t throw the box away. Keep it store your lekker papsak for those cold nights when you need a dop."
Here the copy reads: Kaalgat swimming: How to avoid frostbite while skinny-dipping
1. Get lekker gesuip. Warm beer, Pimms, G&T, (whatever gets you legless.)
2. Fill yourself up on a good meal of complex carbohydrates, high-protein meats and leafy veg.
3. Strip down to the suit you entered this world in, no socks allowed!
4. Do not test the water, run straight in and remember that drowning isn’t manly so try not to sink, boets!
Here the copy reads: Juusliak bru, looks like you’re all set to rock SA in the UK. Got your vellies, your braais, your skinny-dips and even some biltong to keep you from getting the homesick blues. And if you’re still missing home, don’t stress because we’ve built your vellie box in such a way that you can stash your Klippies and coke so you can dop your sorrows away.
Make gees and remember; in a pair of Vertrekker Vellies, you’re only one step away from home.
A QR code on the posters directs consumers to a fun online game where from the perspective of a pair of Vertrekker Vellies, players make their way through a series of obstacles to get to their homesick wearer in the UK.
