#GoBold Campaign Content Library
Distell Hunter's Extreme
Launch Hunter's Extreme Bold with Guarana, a bolder variant of the master brand, to an urban, cool, millennial audience.
Keep the "take things in your stride" DNA of Hunter's while signalling a different drinking occasion.
Deliver a through-the-line campaign across TV, radio, out-of-home, digital and trade, anchored by a 45-second TVC directed by Lebo Rasethaba for Egg Films, with creative by 140BBDO.
A nightclub power failure that becomes the song itself. Fezile Mkhize, as Fez, cracks a can of Hunter's Extreme. A ripple of opens follows, and the crowd builds a beat from claps, stomps and chest pops. The track draws on Durban's Gqom subculture, where a crowd's chant is recorded and becomes a song. Our stills team worked alongside the Egg Films video unit, capturing campaign imagery while the TVC was rolling.
• Photography
+ High End Photography
• Post-Production
+ Photo Editing
+ Treatment
+ Color Grade
+ Cinemagraph Editing
Hunter's Extreme Bold with Guarana is for the urban, cool, millennial consumer doing things differently. The concept puts that attitude on screen: a hot, steamy nightclub of dance crews, DJs, glow sticks and fireworks, interrupted by a power failure. Instead of ending the night, the crowd becomes the music, cracking cans, clapping, stomping and chest-popping a beat into existence. Fezile Mkhize and Nadine Buys lead the floor, with a composed track by Simon Ringrosen and direction by Lebo Rasethaba for Egg Films, through 140BBDO Cape Town.
The real win here was that our experts worked masterfully with the video team to make sure that no second was wasted during a jam packed production schedule and mostly captured the imagery while video was rolling.
- Launched 2 September 2016
- Shoot: 1 day on set with the Egg Films TVC unit
- Post-production: 2 weeks
- Deliverables: 12 campaign images
Below are other MWP Lifestyle Image Specialist case studies
