We challenged ourselves to create something so cold, it could only Castle Lite.

Partnering with two influential South African Hip Hop artists, we created Ziyabanda, an innovative Hip Hop track made using sounds and samples recorded from ice.

Then we launched it with a short music-video and arrangement that showed how we made our track. Within days of its release our video was scoring rave reviews in social media, press and local Hip Hop blogs.

But we wanted even more exposure.

So we took the song we made of ice and turned it into a record made of ice, and played it on some of Africa’s biggest music platforms, Channel O and MTV base (two satellite TV channels) and Slikour on Life, South Africa’s biggest online Hip Hop blog.

Partnering with two influential South African Hip Hop artists, we created Ziyabanda, an innovative Hip Hop track made using sounds and samples recorded from ice.

Then we launched it with a short music-video and arrangement that showed how we made our track. Within days of its release our video was scoring rave reviews in social media, press and local Hip Hop blogs.

But we wanted even more exposure.

So we took the song we made of ice and turned it into a record made of ice, and played it on some of Africa’s biggest music platforms, Channel O and MTV base (two satellite TV channels) and Slikour on Life, South Africa’s biggest online Hip Hop blog.

The campaign was active from August 2015 to early October 2015, with a brief burst of activity in 2016.

The work was executed with a total media and production budget of under $100 000.

Ziyabanda has gone on to be one of South Africa's most watched, written about, talked about, shared and celebrated online campaigns, with:

+R40 million in free exposure

+6 million total audience for our 2 hero content films

A digital reach of +3,8 million.

That's over 15% of all South African online.

Sales continue to grow at +11% in spite of our two new competitors

Online video views +35% over target

+388 800 total online interactions.

We'd given a beer that's all about ice, a real smash hit.