Net#work BBDO just launched a new campaign for Tusker Lager in Kenya. It consists of a 60 second TVC, a 3 ½ minute content piece which outlines the full story and the journey of the lead character, a music video and an original song that dropped on Kenyan radio this week.
Through initial research into finding real life stories of ordinary Kenyans accomplishing extraordinary things with the help and support of one another, we found Kaki Gondi. He runs a music production company called Flag 42 Studios. He offers free studio time to anyone who wants to record their music, regardless of which of Kenya’s 42 tribes they might belong to.
As you may know, Kenya is made up of 42 official tribes and a number of other sub-tribes. Tribal division runs deeply through Kenyan society and as the National Brew, Tusker Lager has it as their higher purpose as a brand to inspire and encourage unity throughout Kenyan society, especially ahead of next year’s elections.
We worked with Kaki to develop this idea, where we visited about half of the different communities where they live, the other half (with the exception of the Muslim tribes) also had representatives during one of our shoot days in Nairobi on the rooftop of the KITC. The work is as truly representative as it can possibly be. During our visits which took place over about a 2-week period, we sampled sounds from each community, including vocals, instruments and sounds of their daily lives with the help of three audio experts who were present with us for the whole shoot and intimately involved in the post-production process.
We then created a song, which was based on a well know. 70’s Kenyan hit by a guy named Slim Ali, called You Can Do It. Working with a young rising Kenyan rap star named Wangeshi, we brought a contemporary edge to the whole thing in collaboration with another South African music producer named Sibot.
In the films you’ll see where we went, the people we met and hear the song which is the culmination of all of these elements.
The new tag line is “Here’s to the Us in every Tusker”, a clever play on the fact that unity is present in the brand name itself, which suits our strategic purpose of togetherness perfectly.
The films were shot by Dan Mace, he’s only 26 years old and has never shot a commercial before this. His films, two of which won awards in Cannes this year at the Young Directors Awards, have until now been made as content videos for YouTube, which gives this work a super fresh look and feel. Very un-ad-like, which we like very much.
Here are the links to the TVC and the content piece
The Making of