The Lite Side of the Court Campaign | Clapboard Ad Archive

The Lite Side of the Court

Description

In October 2024, Castle Lite, in collaboration with Retroviral, launched an innovative Content, Digital, and Film campaign in South Africa called The Lite Side of the Court. This campaign strategically leveraged the intersection of the Alcoholic Drinks and Sports industries by partnering with the NBA in South Africa, culminating in a high-profile celebrity exhibition match that vividly communicated the brand’s association with the dynamic world of basketball. Capitalizing on the global excitement surrounding South Sudan’s remarkable accomplishments at the Paris Olympics and their reputation for producing some of the tallest athletes on earth, the campaign featured a captivating mini social media documentary. The narrative followed team captain Carpo on an engaging quest to uncover the unique scouting strategies employed by NBA recruiters, providing an authentic glimpse behind the scenes. Branded as #LiteSideOfTheCourt, this content-driven initiative infused local pride and sports culture with Castle Lite’s vibrant personality, resonating particularly strongly with young, urban audiences passionate about both sport and lifestyle. Additionally, the campaign, under the creative direction of Retroviral CCO Mike Sharman, sparked buzz through The Lite Star Showdown – a digital film that celebrated the coolest courtside styles and most electrifying dunks while injecting fresh, colloquial energy with playful references to quality, style, and hype. This multi-channel approach effectively amplified brand relevance, driving engagement and affinity by combining compelling storytelling with innovative digital execution. Overall, the campaign successfully positioned Castle Lite as the ultimate companion for South African basketball fans, associating the brand with skill, passion, and the lighter, more playful side of the sport.

Credits

Client

Castle Lite

Agency

Retroviral

Production House

Shaun James Films

Executive Creative Director

Mike Sharman

Md

Pippa Misplon

Creative Director

Koketso Masisi

Client Service Director

Kayli Smit

Account Management

Ashleigh Wilson

Director

Shaun James

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Campaign Proposition

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