Many Africans, both on the continent and abroad, have lost sight of their roots. In today’s world, western culture is seemingly more respected and valued, whereas African heritage is seen as less sophisticated and has mostly lost its relevance. The truth is that Africans have an unbelievable richness in their heritage and culture. A richness full of pride and traditions. Unfortunately, as more and more young Africans make the move towards urban areas, they begin to neglect their roots, turning to the west for inspiration and in doing so, losing their heritage.

We designed a series of limited edition Castle Milk Stout Clan Cans were designed using six bespoke patterns, inspired by the rich and diverse cultures indigenous to South Africa. Each pattern comprises a mixed arrangement of visual elements representing a contemporary take on different language groups and heritages. Each Clan Can carried a praise poem, referencing the ancestry and heritage of the individual names printed on every can.

These Clan Clans instilled pride in a nation and reminded South Africans to savour their richness, making Castle Milk Stout the most talked about brand on Africa Day.

The concept of the campaign was based on the key insight into young Africans: Africans are trying to find the balance between staying in touch with their cultures and traditional customs whilst still evolving with a Westernised world. A big part of African culture is being eroded because urban life doesn’t allow for the staunch celebration of it. The brand decided to leverage this tension by starting to help Africans reclaim the pride of their cultural practices in a world that didn’t recognize or see the importance of their existence. Castle Milk Stout decided to help Africans Savour the Richness of their cultures.

We designed a series of limited edition Castle Milk Stout Clan Cans were designed using six bespoke patterns, inspired by the rich and diverse cultures indigenous to South Africa. Each pattern comprises a mixed arrangement of visual elements representing a contemporary take on different language groups and heritages. Each Clan Can carried a praise poem, referencing the ancestry and heritage of the individual names printed on every can.

These Clan Clans instilled pride in a nation and reminded South Africans to savour their richness, making Castle Milk Stout the most talked about brand on Africa Day.

Then on Africa day, one of the most important days on the African calendar, we released our limited-edition Castle Milk Stout clan cans. Each can carried a unique South African clan praise, also known as isithakazelo, and was designed using a combination of traditional African patterns from every tribe, celebrating the ancestry and heritage of the individual on every can.

A tribute so powerful it made Castle Milk Stout the most talked about brand on Africa day.

- The brand saw a 19,4% increase of sales.

- 13 million impressions

- ROI of 1:7

- The campaign trended twice on twitter.

The campaign instilled pride in a nation, reminding South Africans to savour the richness of their heritage and ensure that their culture, is never forgotten.