Castle Milk Stout ‘The Revealing Pour’

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Melusi Mhlungu

AWARDED
10 December 2025

JUDGES COMMENT
“I love everything about this piece of work. The insight, the idea and how it was executed in such a fresh way. It’s also lovely to see this brand constantly beautiful work over the years that’s culturally relevant to its audience.”

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WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Culturally relevant, emotionally bonding. Yebo.”

View WISH I DID THAT showcase

As African communities increasingly adopt Western lifestyles, many are drifting away from their traditional practices. Ancestors who were once seen as vital spiritual guides and keepers of generational wisdom, are now often misunderstood or forgotten, putting centuries of stories and cultural identity at risk.

For Ancestors Day, we wanted to change this narrative with a powerful cultural ritual deeply rooted in African tradition as well as our brand identity: The ritual of pouring out the first sip of alcohol to honour those who came before us.

Castle Milk Stout presents, “The Revealing Pour.” A print ad that went beyond ink and paper.

We created an interactive print ad that invited readers to a moment of reflection and reconnection with tradition. We did this by first presenting them with a negative, western statement about ancestors, that changed into something completely different and positive, once they poured their first sip of Castle Milk Stout onto the page. Making Castle Milk Stout the perfect Catalyst to change perceptions and preserve the cultural rituals that are slowly being forgotten.

Castle Milk Stout continues to position itself not just as a drink, but as a vessel for preserving and celebrating African heritage. It turns a simple act into a meaningful experience, ensuring that the wisdom of our ancestors continues to be honoured and remembered.

Client/Brand: Castle Milk Stout
Assistant Brand Manager: Reabetswe Twala
CMO or Marketing Director: Thomas Lawrence
Marketing Manager: Hetisani Makhubela

Agency: Joe Public
Agency Managing Director: Khuthala Gala Holten, Mpume Ngobese
Executive Creative Director: Martin Schlumpf
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Agency Art Director: Janneke Van Zyl
Agency Producer: Manuel Cardoso Lopes, Belinda Shea
Account Management: Bokang Taoana, Nina Fredericksz
Photographer: Saleem Naidoo, David Prior
Strategist: Samuel Mokhele
Writer: Marvin Mpanda

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