From Up North Typography Blog Feature
http://www.fromupnorth.com/typography-inspiration-1145/
Castle Lager: Save Our Indigenous Forests
Agency: 34
Designer/ Typographer: Keith Vlahakis
Copywriter: Wilton Ackeer
Art Director: Hester Bergh
THE CHALLENGE
As South Africa’s original beer Castle Lager is dedicated to all things local. So when
something as important as our country’s indigenous plant life is being threatened by invasive
alien plants you can be sure that they’ll do something about it.
THE IDEA
The defense of our local plant life began with the design of a strong message.
Hand drawn, inspired by our delicate ecosystem and crafted to celebrate the original Castle typeface displayed on-pack. It was the drawing board for our campaign.
THE EXECUTION
Kameeldoring, Black Wattle and Rooikrans are 3 of the most invasive alien plants in our country;
but they also make great braai wood. It was time to throw them in the fire for a good cause.
We used individual pieces as canvases to create a uniquely crafted conservation message,
engraved directly onto the offending braai logs.
THE RESULT
Our bundle of braai wood became the major draw-card for an activation at a major retailer. Messaging
was simple and it worked, “Buy a case of Castle and save our indigenous forests one braai at a time.”
The average beer drinker can now call himself a patriotic conservationist.
All thanks to Castle Lager and braai.
