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Ab Inbev / SAB Nigeria BOSS Project

We were tasked to help drive Castle Lite Draught into Nigeria. Draught beer is an unfamiliar pack in this market for both consumers and outlets, therefore we developed an educational campaign called The BOSS Project. BOSS stands for Barman of Significant Skill and Bar of Significant Standard. The purpose of this project was to familiarise and educate bar owners and staff with Castle Lite Draught and the draught system. All elements were developed to maximise engagement and education to ensure the consumer enjoyed a consistently high quality Castle Lite Draught experience. The basis of the education was The Ritual. This consists of four steps that were illustrated through an ATL photographic shoot. The educational material was delivered to outlets through a BOSS Education Station, consisting of all the information printed on a specially designed ‘flower petal’ box, and bespoke headphone stand with headphones. Participants were driven onto a mobile website via their phones where they could plug in the headphones and listen to the BOSS rap, created to educate and excite. The education was enforced through an incentive programme that created competition amongst staff and bars. This was created working at The Greenhouse Advertising Agency.
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Navigator Films Marketing Pack

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Navigator Films is a Cape Town based film production company who turn their clients’ vision into reality. Using meticulous time-management and insightful local knowledge they are able to ensure that every production runs smoothly and accurately. To illustrate this we developed these marketing packs to live on potential clients’ desks to remind them about Navigator Films. This was created working at The Greenhouse Advertising Agency.
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SAB Draught 2016 In Trade

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In trade collateral for was created as well as digital to accompany the Business of Beer. These worked as advertisements for the League, educating consumers on what to expect and accept from a bar. These also encouraged consumers to take part on social media, effectively expanding our reach. This was created working at The Greenhouse Advertising Agency.
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SAB Draught 2016 Trade Presenter

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We had to create a theme for the 2016 Draught Quality League and design welcome packs for bars to introduce them to the start of the new league. The theme was an evolution from education, and became business orientated. The league is designed to be a B2B relationship, and so the Business of Beer was conceived. This was created working at The Greenhouse Advertising Agency.
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SAB Bar Exam

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At the end of the third SAB Draught Quality League SAB hosted a pour-off to find the best SAB Draught bar and barman in the country. The Draught Quality League aims to educate barman nationwide on how to serve perfect SAB Draughts, eliminating waste for bars by providing free training for bar staff. This was a culmination of a year of education of bars across the country. We conceptualised, developed, designed and organised the SAB Bar Exam as the final event. This was created working at The Greenhouse Advertising Agency.
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