Castle Lite has taken ‘Nothing hits like Extra Cold’ very literally, making it snow across Nigeria, Tanzania and Mozambique in its latest campaign. Created by Boundless and directed by Darling Films’ Chloe Coetsee, ‘Nothing hits like Extra Cold’ turns that first icy sip into a full-blown bar snowstorm.
To celebrate Corona’s belief that life is best lived beyond our screens, Boundless created a series of living posters that turned the setting sun into the brand itself. Captured at the exact moment the sun kissed the horizon over the city, long winter shadows stretched across the streets to create the silhouette of a Corona bottle, leading you to the sunset.
Fran Luckin, one of South Africa’s most celebrated creative leaders joins Roanna Williams to help Boundless continue its completely madly ambitious and deeply committed pursuit of the world’s most loved ideas.
In this interview, Roanna Williams shares the sparks and struggles behind starting her own shop, the culture she’s intent on building, and why the industry can’t afford to play it safe.