Popular whisky brand Scottish Leader, together with the dynamic I See A Different You creative collective, is setting out to bring South Africans an Afro-optimistic new perspective. They will be looking for, interpreting and expressing the unique beauty and dynamism of the country; and inspiring others to do the same.
Born and bred in Soweto, the internationally acclaimed I See A Different You duo, featuring Innocent Mukheli and Vuyo Mpantsha, shot to fame through their photographic blog launched in 2011. Their movement was born from a pure love in the very place they are from. The friends wanted to show a different Soweto – their Soweto – to the world, simultaneously retelling and reframing the township story in an optimistic and creative light to alter negative, contrived and outdated perceptions.
The success of their blog made way for a broader focus beyond Soweto and their own personal stories, to showcase the South African experience and its striking diversity in their signature style.
“The I See A Different You philosophy beautifully mirrors the Scottish Leader ethos of viewing things from a new perspective to discover richer possibilities. It therefore made sense for us to team up and intensify the expression of a shared narrative, while at the same time promoting the three seductively sweet, smooth, rich and smoky Scottish Leader variants that sell in South Africa, including Original, Signature and 12-year-old,” says Meryll Stocks Roos, marketing spokesperson for Scottish Leader in South Africa.
I See A Different You’s Mukheli agrees. “In essence, both brands stand for positive change. Only when you look at the world differently can you bring about positive and meaningful change. Together with Scottish Leader, we are working on encouraging South Africans to believe in their potential and power to transform their lives and in so doing, make a difference that transcends them as individuals.”
Scottish Leader and I See A Different You collaboration, conceived and produced in association with FCB Cape Town, will be rolled out in various phases, starting in early February with an out-of-home billboard campaign.
“I See A Different You is not only adding their authentic voice to our campaign, but also participating in creating visual assets and networking opportunities for the Scottish Leader brand, that reflect our shared Afro-positive narrative,” says Paul Carstens, FCB Cape Town’ creative director.
“The choice of locations for the campaign visuals had to be distinctive, as well as capture the reality, vibrancy and essence of township lifestyle, as can be seen in the scenes reflecting a typical game of pool, a Spaza shop, the distinctive roofs of Kliptown in Soweto, and the Alexandra township, amongst others.”
Carstens also said that Scottish Leader’s three blended whiskies available in South Africa – Original, Signature and 12-year-old – are visually represented via their distinct label colour accent; red, teal and blue respectively; with each photo shoot location echoing one of these.
Stocks Roos explained that in addition to the outdoor advertising campaign, South Africans could look forward to a host of related brand activities this year, including launch parties, an innovative digital photography drive, as well as regular social networking events. She said that more would be revealed in due course.