COPYWRITER | BRAND STRATEGY | INTEGRATED BRAND COMMUNICATION

Quarantine Quartet is a solution-driven interactive campaign aimed at boosting community morale and uplift South Africans during level 5 of the Covid19 lockdown.

With people unable to leave the house, except for grocery shopping, they quickly ran out of ways to keep themselves and their families busy and entertained.

This campaign is about challenging South Africans to think inside the “box” and look at their objects in their pantries differently.

Brightly coloured fixtures would decorate the area where Quarantine Quartet products would sit stores. These would spark curiosity and attract customers to take a closer look.

Concertina Stickers would be placed on each Quartet product telling them about the competition and directing them to the campaign microsite.

Promoted posts on Instagram and banners would encourage people to enter and the microsite would contain all campaign information including featured acts and how to start a quartet.

In collaboration with : Erin Kemper & Simon Wiley

An interactive campaign with a competition challenging members of Gen Z to add more sustainable clothing and footwear, particularly Corks sneakers, to their closets.

The campaign would begin with a promoted post encouraging people to enter the competition. It would also direct them to visit the Corks business profile highlights for step-by-step instructions on how to enter.

The competition would run for 5 weeks, with a new finalist being chosen each week for 4 weeks. The competition would end with the announcement of an overall winner in the fifth week.

NeverNew pop-up shops would be placed in different markets, near popular student hubs. These would attract customers (online and offline), give them an opportunity to see how stylish sustainable fashion can be and make a quick and easy purchase.

The NeverNew store would be decorated in campaign artwork from wall painting, railing fixtures, changing booths, Corks sneaker shelf and “Corks of the Week” display.

All finalists would receive a unique shoebox. The lid can be used as a miniature cork board to pin photos or notes and would be a lasting reminder of their experience.

In collaboration with Erin Kemper.

Beauty Box is a collaborative campaign between an online beauty brand, Beauty on TApp, and content creators who are also entrepreneurs. It’s inspired by content creators who have created online communities with which they educate viewers with beauty tips and techniques through product reviews and tutorials.

Beauty Box allows content creators to create curated at-home pampers kits for hair, nails, make-up & skincare as well as beauty ahead of publishing content.

This allows their viewers the opportunity to purchase all the products they need ahead of time so they can practice as they watch.

Each time a Beauty Box drops, Beauty on TApp would publish product focus posts to educate customers on the benefits of the products inside the kits.

Beauty on TApp would partner with creators with beauty start-ups to curate kits, including their own products, based on their beauty focus. The creators would make kit tutorials and share promotional posts on their social platforms.

Branded mailing boxes would add a personalised touch to shipping and would be colour coded by beauty category.

Each curated kit would come with a “thank you” note from the online content creator.

A private label brand for Superbalist. An activewear brand that goes beyond merely persuading people on-the-go to buy the latest on-trend activewear. An inclusive brand. A brand that embodies a sense of community. A club. Move Club. Our concept is based on changing the conversation around fitness.

Moving away from competitive and traditional active-living and rather lets potential customers know that Move Club celebrates all forms of movement.

With Move Club, everyone’s invited to let loose and be their best selves. There’s only one rule: whatever your groove is, do it your way.

Posts on Instagram would introduce the new brand to customers. Telling them that a brand for all forms of fitness had arrived.

Move Club would host regular themed events where customers in Move Club apparel would explore different forms of movement.

Bright club stickers would be added to Superbalist shipping boxes or sleeves for a fun and inclusive surprise.

Move Club would have its own tab on web and app versions describing the personality of the brand.

A launch video for YouTube and television would promote the new brand to South Africans.

In collaboration with: Camille De Villers, Chloë te Water Naudé & Jeanelle van der Merwe.

We were tasked to create a campaign promoting the benefits of personalised banking offered by the MyWORLD multi-pocket account by African Bank.

The campaign would begin with a promoted post encouraging people to enter the competition.

It would also direct them to visit the African Bank business profile highlights for information on benefits and step-by-step instructions for how to enter.

Similar posts would appear on African Bank’s Facebook and Twitter profiles.

Insight – Youthful, novice bankers want stress-free adulting.

Solution – A youthful campaign, with a competition, showing young novice bankers how the MyWORLD account can help them manage their busy lifestyles.

Instagram – Posts direct them to visit the African Bank business profile highlights for information on benefits and step-by-step instructions for how to enter.

The competition would run for 3 weeks, with a new finalist being chosen each week for 2 weeks. The competition would end with the announcement of an overall winner in the third week.

Billboards – Billboards would be located near student hubs such as high-schools, college campuses and popular hangouts in areas such as the City Bowl, Braamfontein and Morningside.

Radio – Radio ads, airing on popular stations, with scenarios of students having awkward money moments, would position the MyWORLD account as the best solution for personalised banking.

Spotify – Moving banner ads promoting opening an account would capture our audience’s attention as they search for playlists and listen to songs on music platforms.

YouTube – Tru-View in-stream ads sharing the benefits of opening a MyWORLD account, and prompting young people to download the African Bank banking app.

In collaboration with: Jessica Grinyer, Samantha Mason, Jordan-Lee Odams, Raeesa Dhorat, Camryn Owen, Stephanie Strachan, Zethu Mthimkulu, Sarisha Dhaya, Madikela Dikgale, Pier Veller, Amber Harmse and Singita Weston.