The Brief

For RedRock’s 2018 winter campaign, the aim was to promote the rock ‘n roll inspired range during a period when beer sales usually drop. We created a campaign that gave customers the opportunity to win custom craft jerseys when product was purchased. Each jersey was inspired by one of RedRock’s five beer variants, and were modeled by well-known South African rockers. Along with point of sale elements, the campaign was strongly supported with digital elements, such as interviews with the musicians and behind-the-scenes of the shoot.