Beyerskloof Campaign: Celebrating Sharing, Friendship & Joy | Clapboard Ad Archive

Share in the Creation of Beyerskloof

Description

In 2024, Beyerskloof launched a compelling campaign titled Share in the Creation of Beyerskloof, developed by the ad agency Lumico, with the goal of engaging both younger consumers and a more traditional demographic while maintaining the brand’s well-established identity. This Digital and Film media campaign thoughtfully navigated the challenge of appealing to diverse audiences by crafting a unifying message that resonates across generations. Central to the campaign was the concept that wine’s true meaning emerges through shared experiences with loved ones, highlighting universal themes of friendship, joy, and togetherness. By focusing on the idea that opening a bottle of Beyerskloof enhances special moments and fosters connection, the campaign successfully reinforced the emotional and cultural significance of the brand. The strategy ensured that while the messaging was modern and relatable for younger drinkers, it also honored the heritage and authenticity valued by traditional consumers, preserving brand integrity. Through vivid storytelling and impactful visuals captured in a single media asset, the campaign invited audiences to actively participate in the creation of memories with Beyerskloof wine. This approach not only strengthened brand loyalty but also deepened emotional engagement, positioning Beyerskloof as more than just a beverage—it became a catalyst for shared celebration and meaningful interaction. The involvement of notable collaborators like Jacques Crafford and the dedication of the Lumico 4AM crew further enriched the campaign’s creative execution, delivering a polished and heartfelt narrative that captured the spirit of the brand in contemporary South Africa.

Credits

Client

Beyerskloof

Agency

Lumico

Production House

Lumico (Pty) Ltd

Director

Armin van Antwerpen

Cinematographer

Jacques Crafford

Crew

Isabel-Marie Weerheim, Ryan Ferreira

Art Director

Isabel-Marie Weerheim

Copy Writer

Janie Heyns

Edit

Ryan Ferreira

Grade

Ryan Ferreira

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Campaign Proposition

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