Not Real Radio – Accent

Not Real Radio – Metaverse

Not Real Radio – Work Family

ABOUT THE WORK

We live in an increasingly fake world of scam calls, AI, catfishing, political spin and other BS – it’s getting harder to know what’s real. And people are growing tired of it. For Windhoek, this was a cultural moment we wanted to lean into.

For over a century, Windhoek’s been made from only barley, hops, water and nothing else. Real beer for real people. We wanted to take our ‘100% Real’ message and make it more than a purity claim, turning it into a point of view on the world around us.

Radio was the most honest medium for this job. Creating a series of wry spots that contemplate current unrealness. With no visuals to hide behind, every idea, joke, beat and payoff had to land through words and sound design alone.
An immersive soundscape builds tension while a contemplative voice thinks out loud, unravelling everyday untruths – and pulling listeners down the rabbit hole of what is not real. Then everything strips back to a Windhoek bottle opening – the unmistakable sound of something real.

The observations navigated issues of scam culture, online distrust, performative behaviour, and other shenanigans. Speaking directly to consumers who prefer authenticity and those who respond to fakeness with a laugh.

Importantly, this work also helped contribute to Windhoek taking a formal brand pledge against using AI-generated content in its communications – no products or people in their ads are now allowed to be AI-generated. One of the first beer brands to take this stand. Because when your beer is 100% real, your ads should be too.

CREDITS

Client/Brand: Heineken Beer

Agency: TBWA\ Hunt Lascaris
Chief Creative Officer: Carl Willoughby
Executive Creative Officer: Shane Forbes
Creative Director: Brendan Jack, Greig Watt
Copywriter: Brendan Jack
Art Director: Greig Watt
Account Management (Business Lead): Debbie Laing
Group Account Director: Erin Hess
Agency Producer: Kim Hunt
Project Manager: Natalie Bawa
Executive Strategy Director: Kendal Zoghby
Sound Designer: David Law

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.