Giving the real Western Cape a voice to celebrate its unique flavours.
Jive soft drinks are a cultural icon in the Western Cape. This campaign led a full brand refresh which not only gave Jive’s consumers a voice and celebration of their culture, but also catapulted Jive to the 2nd largest soft drink in province, a mere 3% behind Coca Cola.
Giving the real Western Cape a voice to celebrate its unique flavours.
An overview of some of the applications for the campaign. Each food and Jive pairing was guided by our audience and the tasting professionals. We also utilised the Western Cape slang approach of combining two words to create even better words as our key tone of voice to describe the pairing experience.
We created streeteats.co.za. A way to find the best eateries that will never be listed on TripAdvisor.
Name and vote for your favourite street food eateries. Or find one.
Choose the foods they do best.
Find the best from thousands of user votes.
Radio
We created a typeface in collaboration with one of the sign writers who hand paint information in the corner cafés you’d buy a Jive from. Our design team turned his hand-painted type into a typeface accessible to anyone working on the brand.
Awards won
Loerie Awards (Creative)
Integrated - Silver
Design Mixed Media - Bronze
Typography - Finalist
Creative Circle (Creative)
Integrated - 2nd place
Communication design - Finalist
Assegai Awards (Direct)
Integrated - Silver
Prism Awards (PR)
Consumer PR for an existing product - Bronze
New Generation Awards (PR)
Integrated marketing campaign - Finalist
The team
Agency: DUKE
Executive Creative Director: Mike Beukes
Account Management: Alex Sydow | Summa Smith | Tracy Jones | Sino Malangeni
Agency Art Director: Gareth Cohen | Saleem Naidoo | Brinke Stemmett | Andrew Ringrose
Agency Producer: Collette Cruywagen
Art Director/Stylist: Jeanne Botes | Emma Wilson | Jade Howell
Brand Representative: Sean Burton | Sashley Bartlett
Cinematography: Rob Wisniewski | Junaid Rawoot | Chad Shwartz | Nic Riley
Creative Director: Gareth Cohen | Pieter Janse van Rensburg
Designer: Pieter Janse van Rensburg | Nadine Van Driel
Editing Company: Tin Toy
Editor: Francois Conradie
Film Production Company: Tin Toy
Photographer: Matt van Lille
Post Production Facility: Tin Toy
Producer: Karly Poyer
Recording Studio: We Love Jam
Strategist: Steve Miller, Paul Coetzer, Tracy Jones
Writer: Mike Beukes, Connor Newkirk, Wendy Moorcroft, Yaseen Barnes
Year: 2018