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CASTLE LITE RADIO

The brief: Find an interesting way to use the truth about a brand to advertise it.

 

Castle Lite is the only beer that advertises itself based on temperature, not the brewing process or taste. I decided to not break a working formula, and create radio based on exactly that: cold beer. 

The character, Spitjo; is constantly making really bad decisions because he drinks warm beer. His conscience won’t let him forget it.

 

Why it didn’t win a Loerie: I wouldn’t award anything to do with tasteless, cold beer either.

 

Copywriter: Khanyi Mpumlwana
Supervisor: Pieter Verwey

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