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    After being acquired by AB InBev, South African Breweries was facing a lot of criticism from their online followers. We needed to show them that … Read More
    After being acquired by AB InBev, South African Breweries was facing a lot of criticism from their online followers. We needed to show them that SAB was still every bit South African. So hot on the heals of the US election, we created our own, where fans could vote for South Africa's first democratically elected beer. Read Less
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After being acquired by AB InBev, South African Breweries risked being seen as less local hero, more Belgian bean-counter. We needed to show their consumers that SAB was still every bit South African. 

In the year of Trump and BREXIT, democracy has never been more topical, so we decided to hold an election of our own where fans could vote for South Africa's first democratically elected beer. Our election took place on social media where our followers had a say in everything, from the type of beer they wanted, to its name and label design, after which a limited run was produced and sent to voters.
Credits

Client: South African Breweries
Agency: Connect Joe Public
Concept & Ideation: André Lopion, Jared Milne, Lianie Potgieter
Creative Direction: Markus Botha
Copywriting: Jared Milne
Design: André Lopion, Lianie Potgieter, Bianca Potgieter
Sound Design: Sergio Da Cruz