Be a 'Reel' Trendsetter: A Mari Craft Gin Campaign

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Be a Reel Trendsetter

A South African Craft Gin Campaign

The given brief for this craft gin campaign outlined that a South African craft gin brand should be chosen to conceptualize a campaign that expressed commentary on any social, political or cultural issue in South Africa using satire, parody and comedy.

Research

Through thorough research, it was identified that a major concern in South Africa is the over exploitation of our fish species due to illegal fishing practices. By continuing in this destructive direction, the future generations will not have any fishing eco-systems to fish from nor will they then be able to consume seafood. The specific problem currently then is that the current generation, especially millennials, are not being targeted enough or made aware that the state of our fishing eco-systems needs their help.

strategy

Through this campaign, the strategy is to use the millennial's need to be in trend as well as their preference to ‘local is lekker’ to present choosing sustainable fishing as the real trend that these millennials should be following. The campaign also specifically focuses on three types of millennials – the hipsters, the exuberants and the culinary explorers – and their specific trends/habits. The strategy aims to position sustainable fishing as trendy and fashionable. It also aims to offer these millennials an opportunity to be trendsetters themselves instead of just trend followers.

concept

The concept for the campaign is to convey that sustainable fishing is the real trend by firstly creating an association between the type of millennial and a popular South African fish species from each of the categories on the SASSI List. Using this association and the trends of these millennials, visually and through copywriting mock these aspects in order to express that sustainable fishing is the real trend that they should be following.

execution

The chosen craft gin for this campaign concept is A Mari Atlantic Ocean Gin because of the brand’s direct interest in the ocean and its sea life. The execution then incorporates the identity of this gin into the designs along with the above concept. The tone of voice is mocking and humorous along with areas of serious information about the issue of sustainable fishing and how millennials can help towards achieving and promoting sustainable fishing practices.