Absa Africa Business Banking Positioning Campaign
This idea is about celebrating the greatness of SME owners, all their hard work, all that they’ve sacrificed, everything they’ve achieved, and the Africanacity they used to do it. It’s a reminder to them to stop and look at how far they’ve come, and more importantly, what the future may hold for them and their businesses with the right banking partner by their side.
We were required to create some rich media assets to be used for page takeovers etc. Unfortunately I don’t have the finished bodies, but I’ve included the mockup renders to illustrate the idea we came up with.
For showreel purposes only – Property of Absa Africa
For showreel purposes only – Property of Absa Africa
Castle Lite Summer Campaign 2021
Castle Lite faced serious limitations with their 2020 summer campaign due to alcohol restrictions, as a result they took a different approach for 2021. The challenge that the brand (and its fans) faced was that the outside world had become very unpredictable, and the possibility of summer being cancelled (again) was a very real one. So, we focused instead on ways to guarantee enjoyment in a place where you get to make the rules, you set the vibe, and where the bar never closes – at home. The brand gave away prizes to people who signed up, designed to improve their hangout spots at home, including home entertainment upgrades to the value of R50k, making your home the best place to be this summer.
The brand wanted a vehicle/voice to help carry the campaign, and so we created a fictional virtual home assistant AI named LULU (Live Ultimately Lite Unit) who became the authority on at-home entertainment and maximising enjoyment potential in any situation. We even pre-recorded responses from her to be used by community management when replying to people on Twitter. I was part of the conceptualising of this campaign and the writing of the scripts for the digital AVs that supported it, as well as a large portion of the accompanying social copy.
All below content is for showreel purposes only and is the property of AB InBev.
Castle Lite Always On Social Content
I handled most of the social content calendars for Castle Lite when I worked on the brand. Every month the brand posts on relevant, special days like public holidays, cultural days etc, and to wish affiliated celebrities on their birthdays. They have an ongoing, hip hop themed trivia game on IG Stories, as well as a word jumble game on Twitter – my suggestion, I don't mind adding – both of which go live once a week. I come up with most of the concepts and write all the copy for all the monthly content. Working on these content calendars has taught me a lot about writing content for social media, and about finding ways to mix things up.
All below content is for showreel purposes only and is the property of AB InBev.
Always On: Special Days
Hip Hop Appreciation Day
Always On: Special Days (About Beer)
Always On: Special Days (Public Holidays/Long Weekends)
Always On: Special Days (Fun Days)
Always On: Special Days (Valentine’s Day)
We came up with a Valentine's Day idea inspired by "Mean Tweets" where two celebrities (Donovan Goliath and Maps Maponyane) got in front of the camera and read tweets from our followers that showed us love, rewarded them with prizes. The videos were posted throughout the day and gave people the chance to win more prizes by engaging.
All below content is for showreel purposes only and is the property of AB InBev.
Always-On: Generic
Friends of the Brand Birthdays
Twitter Games
Castle Lite Summer Campaign 2020
When the temperature in a small town called Hotazel reached 35° Castle Lite gave away 6-packs of their new 250ml bottle. My role in the campaign was to write all the post copy that accompanied the digital AVs used, and in the first phase, to write tweets that drove people to sign up to be eligible to win, as well as tweets that were focused on spiking engagement.
In the second phase, I had to take on the voice of the fictional mayor of Hotazel and tweet on his behalf, as well as write tweets for the Christopher Bot to use. This taught me so much about the most effective ways to get engagement on Twitter, and how much people are willing to do, or not do, for some free beer.
All below content is for showreel purposes only and is the property of AB InBev.
Castle Lite: The Lite Show Season 1 & Season 2
A little way into the lockdown, Castle Lite came up with an online entertainment idea and they created The Lite Show, hosted by Donovan Goliath. It's a talk show (inspired by the Daily Show) with a team of comedians, musical performances and celebrity interviews, all with the focus on "lightening the mood" for the brand's fans. We had to provide social content to launch the show, which went live with a new episode every week in Season 1, and every second week in Season 2.
Each episode needed promotional and engagement content for both before and after it aired, on Twitter and Instagram Stories. Both seasons of this project required us to create a lot of content in a very short time, which taught us to streamline the process according to the type of content that the consumers most enjoyed engaging with.
Absa Rebrand Launch
Months and months of work went into relaunching Absa as a new brand. This launch campaign was centred around a concept called “Africanacity”, a word created to describe the unique African ability to always find a way to get things done.
Some of my contributions to this campaign included writing the content for social posts and the new website copy.
All below content is for showreel purposes only and is the property of AB InBev.
Context: The Africanacity TVC
New Absa Website
Here are some pages from the new website containing some copy I wrote.
