Castle Lager ‘1895 Heritage’ Case Film
Castle Lager ‘Making and Capturing Moments for 130 Years’
ABOUT THE WORK
In a world of instant gratification and immediacy, craft is under threat; it’s an endangered skillset. Castle Lager is The Taste That’s Stood The Test of Time – according to the brand’s own positioning- and as the country’s oldest beer, celebrating its 130th birthday, we delivered the perfect, PR-abile, branded content tactic to pair contemporary culture with crafted, photographic nostalgia.
Heritage of Craft re-ignited South Africa’s pride in its oldest beer by telling a story not of innovation, but of preservation… a story 130 years in the making.
Through an extraordinary act of craft, photographing our national sports icons with a restored 1895 J. Lancaster & Son camera, Castle Lager reminded South Africans that true craft, like true unity, stands the test of time.
What began as a heritage celebration became a cultural moment: a toast to the artistry, resilience, and shared history that continue to define our nation.
THE RESULTS?
More than R3.4 million in earned media coverage, and a PR reach of 39 million, the campaign was a powerful brand equity driver for Castle Lager.
Picked up by all key Tier 1 media titles, and trending on Social Media, the results speak for themselves.
CREDITS
Client/Brand: Castle Lager
CMO: Vaughan Croeser
Brand Director: Thomas Lawrence
Brand Manager: Shaveer Badul
Agency: Retroviral
CCO: Mike Sharman
MD: Pippa Misplon
CD: Koketso Masisi ; Kgothatso Maditse
Art Director: Elizma Keyter
AD: Stirling Levesley
Production:
Film Production Company: (Not an IDIDTHAT member)
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