Castle Lite - Lite’n Up Derek
Castle Lite was moving away from their previous intrinsic platform of "Cold" to a more emotional platform of "We take lite seriously" So we took South Africa's most serious man, Investigative Journalist Derek Watts, and asked the question "What if he lightened up?"
Bonus Lesson: This was our wild card concept. The one that made us laugh. We weren't sure what client would say, but if you laugh, client will probably laugh. And if they do, then your consumers will as well.