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以勇敢为标志

案例简介：概要这是索韦托起义 40 周年，这是反对种族隔离斗争的一个重大转折点。在 Ubuntu Kraal 啤酒厂酿造的精酿啤酒 Soweto Gold 即将发布限量版。预算几乎为零，他们想把这种特别版啤酒变成有意义的纪念活动。这是恩杜米索 · 马德拉拉的个人经历，他是 Ubuntu Kraal 啤酒厂的酿酒师。他想承认起义是如何为他的学习铺平了道路，并最终成为索韦托第一家工艺啤酒厂的合作伙伴。活动描述索韦托起义年是 1976 年，是由当时的年轻人领导的。我们决定发布啤酒是为了庆祝 76 年的班级。此外，我们想给起义的英雄们另一个机会，拓宽索韦坦青年的视野。啤酒名叫索韦托 · 金 76 年。40 年前，索韦托居民参与了起义，他们从逃亡中取出了 76 瓶，以手工品牌。这些独特的瓶子被放在网上拍卖，收益捐给了莫特拉纳基金会的索维坦青年提升和提升计划。作为对 76 年的致敬，它也成熟了 76 天，酒精含量达到 7.6%。执行我们没有在限量版中大规模宣传所有的瓶子，而是想为啤酒被设计用来纪念的人创造一个特殊的个人角色 -- 76 年的等级。四名起义老兵，当时的年轻人，自愿手持 76 瓶索韦托黄金 76 啤酒。因此，76 瓶中的每一瓶的字体都是完全独特的，而且是由当时在场的人的手造成的。印刷术是用金笔应用的，每个瓶子都是由英雄签名和编号的，并完成了他们的指纹。与此同时，四位老兵还创作了 76 张独特的纪念海报，与拍卖的瓶子配对，这 76 个瓶子在网上拍卖。战略作为索韦托有史以来第一种精酿啤酒，索韦托黄金是唯一一种可以合法参与 40 周年庆祝活动的啤酒 (也是少数几个品牌之一)。由于竞选预算有限，我们利用他们拥有的一种媒介 -- 他们的瓶子，来推动这个伟大的想法，并成为贡品的画布。 ubuntu Kraal 啤酒厂 (索韦托黄金的家) 位于索韦托社区的中心,当地反对种族隔离斗争的名人和英雄聚集在限量版后面，出席了发布会。他们的影响力使人们对拍卖的认识和参与远远超出了最初的推出。索韦托起义的老兵自豪地得到承认，并有机会为索韦托现在的年轻人筹集资金，他们也为这场运动提供了力量。结果索韦托黄金，通过他们的限量版 '76 啤酒，创造了最辛酸和相关的周年纪念任何品牌。 76 瓶中，每一瓶都是由 1976年的年轻人手工制作的，都在拍卖中出售。总共筹集了 R32 955，并捐赠给莫特拉纳基金会的 “青年精神” 项目，旨在提升索韦托当代青年的精神和技能。 76 年的阶级，在后种族隔离时期的南非经常被遗忘，以一种有意义的方式被带回聚光灯下。发布会吸引了索韦托最有影响力的人物和名人,包括许多反对种族隔离斗争的杰出老兵。这个故事被当地的索韦坦媒体、国家生活方式杂志《命运的人》、多个精酿啤酒和活动博客 (joburgbrew.com 、 mycitybynight) 报道。公司。 za，we-are-awesome.com)，营销网站 (mediaupdate。公司。 za 和 marklives.com)，以及主流国家媒体 (目击者新闻-ewn。公司。 za)。

以勇敢为标志

案例简介：Synopsis It was the 40th anniversary of the Soweto Uprising, which was a major turning point in the fight against Apartheid. Soweto Gold, a craft beer brewed at Ubuntu Kraal Brewery, were about to release a limited edition. With a budget of almost zero, they wanted to turn this special edition beer into a meaningful commemoration of the occasion. It was personal for Ndumiso Madlala, Ubuntu Kraal Brewery’s head brewer. He wanted to acknowledge how the Uprising had paved the way for him to study and eventually become a partner in Soweto’s first craft brewery. CampaignDescription The year of the Soweto Uprising was 1976, and it was spear-headed by the youths of the time. We decided to make the release of the beer all about celebrating the class of '76. Moreover, we wanted to give the heroes of the Uprising another chance to broaden the horizons of Sowetan youth.The beer was named Soweto Gold '76. 76 bottles were pulled from the run to be hand-branded by Soweto residents who were part of the Uprising four decades earlier. These unique bottles were put up for auction online, and the proceeds went to the Motlana Foundation's programme for the upliftment and upskilling of Sowetan youth. As part of the tribute to the class of '76, it was also matured for 76 days, achieving an alcohol content of 7.6%. Execution Instead of mass-branding all the bottles in the limited edition, we wanted to create a special and personal role for the people the beer was designed to honour - the class of '76.Four veterans of the Uprising, youngsters at the time, volunteered to hand-brand 76 bottles of Soweto Gold '76 beer. As a result, the typography on each of the 76 bottles was entirely unique, and by the hand of someone who was there, back in the day. The typography was applied in gold pen, each bottle was signed and numbered by the heroes, and were completed with their thumbprint. At the same time, the four veterans also penned 76 unique commemorative posters to be paired with the bottles on auction.The 76 bottles went on auction online. Strategy As the first-ever craft beer from Soweto, Soweto Gold was the only beer (and one of very few brands) that could legitimately play a part in the celebration of the 40 year anniversary. With a limited budget for the campaign, we harnessed the one medium they owned, their bottles, to drive the big idea and become the canvas for the tribute.With the Ubuntu Kraal Brewery (the home of Soweto Gold) at the heart of the Soweto community, local celebrities and heroes of the struggle against Apartheid rallied behind the limited edition and were present at the launch. Their influence created awareness of and engagement with the auction far beyond the initial launch.Veterans of the Soweto Uprising, proud to be acknowledged and given the chance to raise money for Soweto's present-day youths, also lent their weight to the campaign. Outcome Soweto Gold, through their limited edition ’76 beer, created the most poignant and relevant commemoration of the anniversary by any brand.Every one of the 76 bottles, hand-branded by the youth of 1976, were sold on auction. A total of R32 955 was raised and donated to the Motlana Foundation's 'Spirit Of Youth' programme, aimed at uplifting and up-skilling Soweto's contemporary youth.The class of '76, often forgotten in post-Apartheid South Africa, were brought back into the spotlight in a meaningful way.The launch event attracted Soweto's most powerful influencers and celebrities, including many prominent veterans of the struggle against Apartheid.The story was covered by local Sowetan media, national lifestyle magazine Destiny Man (destinyman.com), multiple craft beer and event blogs (joburgbrew.com, mycitybynight.co.za, we-are-awesome.com), marketing sites (mediaupdate.co.za and marklives.com), as well as mainstream national media (Eye Witness News - ewn.co.za).