With the first episode out, @LionLager returns to the market with a story telling platform for its communication moving it away from conventional 60seconds ads with a classical topic and real character display of Black culture family traditions and customs while putting a spin of humor and entertainment in this 5 part movie series. This is done without degrading nor carelessly smearing the culture without proper insights and display of sensitive way of living, which from us gets all thumbs up. The treatment however is not one of highly opulent typical alcohol brand budget but purposely interprets the struggle of a current affairs within the kasi community at large, thus resonating demographically through the director’s lense. This is #HowToAdvertiseToBlackPeople. We look forward to seeing the entire episodes for some more laughter.
A Note from director:
In fine arts nostalgia and sentimentality are often looked down on. Despite this my creative team and I felt that it was important to incorporate these ideas into our creative execution because as Africans we find our strength and identity by acknowledging our past. My introduction into cinema (like many) was from television shows like Velaphi (sitcom where the main character is Velaphi Mjongeni a motorbike delivery man), Ingqumbo yeminyanya (The wrath of the Ancestors. A television series based on the epic novel of the same title by Archibald Campbell Mzolisa Jordan) etc. Our series is mordern and firmly set in 2018 but we looked for inspiration from our own heritage instead of copying what is happening elsewhere. This is in line with the current movement in African art from the continent and diaspora, and with the idea of Pride that is part of Lion Lager’s DNA.
DNA Brand Architects
Creative Director: Sechaba Kgala
Creative Director – Ndumiso Ndlela
Copywriter – Bafana Mthembu
Account Manager – Nomfundo Masango
Account Manager – Monare Matema
OSU Creative Production
Executive Producer – Simoné Bosman
Director – Tumelo Moropa
Director of photography – Kabelo Thate
Production Designer – Noluthando Lobese – Moropa