The Red Bull Music Academy played an integral role in Black Coffee's career, consequently building a strong relationship between the globally renowned artist and the Red Bull brand. Celebrating Black Coffee’s 10 year career served as an opportunity for Red Bull to speak to his massive audience base amongst main market South Africa. We designed a limited edition hero can, then executed an integrated campaign to leverage the opportunity.
Illustration was chosen to bring pinnacle milestones in Black Coffee’s career to life. The medium allowed us to leverage moments which were not captured on camera, and produce striking communication which stood apart from everything else currently running in the media landscape at the time.
Audience appetite for Black Coffee is high, so we gave the media a variety of opportunities to tell stories, and insured they were armed with heaps of cool content to share. We kicked things off with a mail drop delivering the hero can to the media before it hit retail. This gesture earned us favor and resulted in great media coverage throughout the campaign period.
We leveraged traditional out-of-home media alongside an interactive digital strategy to close the circle. Intriguing outdoor media pointed to the Black Coffee story, taking users through a captivating rich media experience spanning a decade of the artist’s success.
With the cans now in store nationwide we upped the game with a launch event in JHB attended by Black Coffee himself, along with a host of opinion leaders and MTV Base to amplify the celebration across the (traditional) airwaves. Of course we had an agenda, besides infiltrating above-the-line media in a cool way, we achieved our prize photograph of Black Coffee proudly presenting his very own hero can.
As an incredible nod to Red Bull, Black Coffee made a track exclusively for our campaign. Doing justice to this gracious effort, we gave the track away for free to his community online. With the campaign imagery used as album artwork, we managed to inject the brand into thousands of phones across the country. 62,250 to be precise.
The ‘stems’ of the track were then supplied to producers nationwide, and a remix competition saw the most remixes ever submitted on Soundcloud in Africa.