• VF! Work

    360° Campaign

    Pernod Ricard Beyond The Box ‘Sisonke Mzanzi’ Campaign

    The campaign created an opportunity to celebrate South Africa as a nation of hope and community where we could stand together and give back.
    Post-COVID-19, 42.2% of businesses had run out of funds and saw the nation was in a downward spiral. Our concept needed to be uplifting as well as celebratory; the true spirit of Ubuntu.
    Our multi dimensional campaign celebrated five local artists who told stories of their backgrounds, beliefs, struggles and dreams through their art. The end goal of this feel-good campaign saw shoppers ultimately supporting the industry and local communities countrywide.

The Limited Edition collection created a sense of rarity which drives engagement and purchase interests, as well as a sense of caring with the intent to uplift.

This campaign created 268 new jobs and helped sustain a further 220 manufacturing, artisanal, creative and service jobs, benefitting 2 550 people in local communities.

VF! Insights