Client Name
Concept/Design
Castle Lager
Sam Wilson
In South Africa, Castle Lager is one of SAB Miller's best sellers and is the flagship beer of South African Breweries. Despite this popularity it is generally consumed by an older target market. In order to appeal to a younger demographic on a tighter budget we decided to turn the box the beers are delivered in, into a tool for creating another of South Africa's firm favourites, cured meat, or Biltong.
Biltong is somewhat of a delicacy in South Africa and is therefore fairly expensive. Although there are kits one can buy in order to make it at home, they are fairly pricey and overly complicated. Turns out all you need is a cardboard box and a simple fan. To demonstrate this we sent select college influencers a case of Castle lager a few weeks before the start of Super Rugby season containing everything they would need in order to make biltong right in their own dorm rooms and asked them to share their experiences on social media.
Client Name
Concept/Art Direction/Design
@home Livingspace
Sam Wilson
@home is a well-established South African homeware store that offers a wide range of products from, cookware, bed linen, décor and accessories. In an effort to promote their new furniture brand, @home Livingspace, we developed a way for the customer to "try before you buy" using lo-tech perforated pop-out cards featuring their top sellers. These cards were on display at the check-out and freely available for any shopper to "Try this @home".
Client Name
Concept/Art Direction/Design
Kellogg's
Sam Wilson
Kellogg's needs no introduction but their new range of porridges did. Sales of Kellogg's cereals tend to dip in the winter months as people switch to warmer choices for their breakfast and this new range of porridges hoped to add themselves to the list. For this campaign we developed warm visuals and set up tasting stations in supermarkets around South Africa as well outdoor locations such as bus stops and train stations, urging consumers to "Wake up to Warmth".
Client Name
Design
Ciovita
Sam Wilson
For this project I was asked to design the backdrop for one of Ciovita's annual stands at the Cape Town Cycle Tour expo. The stand was dedicated to their custom kit offering and the objective was to make people and businesses aware of this service and to get them to sign-up to Ciovita's mailing list. The CTCT is packed every year with cycle enthusiasts so creating stand-out in this cluttered environment is a challenge. I used large colourful imagery as well as an eye-catching triangular design which resulted in a successful weekend for the stand and a significant increase in sign-ups to the Ciovita mailing list.
