Project Description
With a new brand belief, to inspire self-expression in all South Africans for all occasions, Edgars created iconic collaborations with the leaders of South African culture, also known as ‘Creators with Influence’. Spearheaded by Sho Madjozi and backed by influencers to the likes of DJ Arch Junior, the Swenkas and Jessica Van Heerden (only to mention a few) the brand created unforgettable work that connects with real South Africans.
The campaign launched with a bespoke brand film which included all of the creators showcasing their respective passions, expressions and inspirations – each speaking and targeted to a different South African audience.
Digital and social content born from the film then exploded beyond the brand film where the audience could find inspiration, and more exclusive stories around each creator. These bite-sized content pieces were targeted specifically to the audiences and followers of the respective creators.
The audiences could furthermore shop and own all of the looks that were showcased in all of the content, from the TVC all the way to the smallest GIF. What you could see, you could get at any Edgars to start expressing who you were – through fashion, beauty and home items.
