Made in lockdown
2020’s lockdown came with a bunch of new challenges for agencies. Campaigns were on hold, budgets were cut, shoots were a nightmare and let’s be honest, we’re glad the pineapple beer trend is over. So when an opportunity arrived for us to put aside our lockdown woes and tackle a Purpose project for Brut Deodorant, we were on it like the last toilet roll on shelf.
On a serious note, businesses were struggling and suddenly in a country where we’re forever hearing about risk-takers branching out on their own or starting their own business, things were quiet. Brut’s mission is to give men the support they need to elevate their game, so we turned their campaign budget into an opportunity for go-getters to get going again.
The Brut Elevator pitch
Small business owners were called to Elevator Pitch their business or proposal as a voice note on Instagram. Was this a difficult ask, to pitch your business through a voice note? With the rise in Tik Tok we argued “no”. In fact, we played into the new normal. The judges, including Dj Sbu and Dj Tira, picked the candidates who were then invited to pitch their business during an Instagram Live event for the chance to win R500 000 in funding. With gatherings cancelled, we turned Brut’s Instagram into a business platform for new ideas, workshops and for a lucky few, the opportunity to have their ventures funded.
As for us? Lockdown seemed less harsh knowing that we helped inspire those who needed it during the pandemic - while also making some pretty nice work.
Dylon, Head of Art
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Made in lockdownBrut Campaign2020’s lockdown came with a bunch of new challenges for agencies. Campaigns were on hold, budgets were cut, shoots were a nightmare and let’s be honest, we’re glad the pineapple beer trend is over. So when an opportunity arrived for us to put aside our lockdown woes and tackle a Purpose project…
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