The Brief
Smirnoff 1818 has been a staple in South African township culture for over 50 years. So, in November 2019 our client DIAGEO asked us to conceptualise a creative platform to celebrate and commemorate this iconic milestone. With its strongest constituency being amongst adults in township, it was important that this platform pays homage to the rich history, while passing the flame on to its next generation of loyalists and lovers, comprising mainly of Gen-Z and millennials.
The Concept
Townships in South Africa are historically separated into zones (i.e. Pimville, Zone 3, Soweto) and for non-whites they were also called locations or lokasies in Afrikaans. The slang term "kasie/kasi", a popular short version of "lokasie" is commonly used. This led us to ‘Zone 1818: iKasi lamaKasi’ (translated: Zone 1818, The Ultimate Township), a celebration of 50 years of Smirnoff 1818 in South African township culture.
The Concept
Townships in South Africa are historically separated into zones (i.e. Pimville, Zone 3, Soweto) and for non-whites they were also called locations or lokasies in Afrikaans. The slang term "kasie/kasi", a popular short version of "lokasie" is commonly used. This led us to ‘Zone 1818: iKasi lamaKasi’ (translated: Zone 1818, The Ultimate Township), a celebration of 50 years of Smirnoff 1818 in South African township culture.
