We branded a non-branded, branded YouTube channel in the name of rusk love.
We needed to build excitement around the Bokomo Rusks in a challenging category. So, we launched an unbranded YouTube channel which showcased a fella named Llewelyn’s love for rusks. And then we branded it. And things only got weirder from there.
The YouTube series
The series included seven episodes, below.
Awards
Loerie Awards (Creative)
Social media - Finalist
Creative Circle (Creative)
Film - 3rd place
Digital campaigns - 3rd place
Assegai Awards (Direct)
Use of content - Bronze
Online campaigns - Leader
Bookmark Awards (Digital)
Online video series - Finalist
Online video - Finalist
Social media campaigns - Finalist
Online video channels - Finalist
The team
Agency: DUKE
Executive Creative Director: Mike Beukes
Creative Director: Gareth Cohen
Animation studio: Sketchbook Studios
Brand Director / manager: Donna-Ley Ayford
Business and Account Management: Alex Sydow
Community manager: Tasneem Daniels
Content strategy: Gareth Cohen
Copywriter: Gareth Cohen, Connor Newkirk
Data analysis: Pricilla Rodrigues, Chad Otto
Director: Talya Galasko
Project management: Chivonne Groenevelt
Designer: Saleem Naidoo, Gareth Cohen
Editor: Joshua Trappler
Media planner: Steven van Wyk
Production company: Sketchbook Studios
Strategy: Steve Miller
Year: 2019