On To The Next Beat EP
Smirnoff RTD’s needed a digital content led campaign idea that would help them stay top of consumers mind at the peak of COVID-19 national lockdown and ban on alcohol sales. Music connects brands to consumers and the question was how would Smirnoff RTD’s do this differently in a way that resonates with its core 18-24 target audience?
Fresh AF proactively came up with “Smirnoff On To The Next Beat EP”, a campaign that paired 3 of South Africa’s “dopest” music artists with 3 producers all from non-related genres challenging them to create a 3-track EP in a controlled amount of time. The ideas was to challenged the artists & producers to get out of their comfort zone’s and collaborate in creating new exciting sounds that could would move South African audiences.
Create talkability around the campaign on digital with the objective of building relevance for Smirnoff RTD’s while giving consumers quality content in the form of music associating the brand with a culture of ‘cool’!
In-Addition, We created content to gives viewers the unique opportunity to see what actually happens in the studio when their favourite artists link up. They first got to see how Ami Faku and Wichi 1080 worked harmoniously to create their Afro Love-Ballad titled “Sondela”, then how Makwa and 25K linked up to make their posse-cut titled “Tru Religion”. We ended the behind the scenes off with how Sha Sha and DJ Smokes got to create their hip-swinging, Caribbean inspired song “Never Let You Go” Check out the videos: