VALPRE OWN YOUR RICHNESS CAMPAIGN

 

Art Director: Nivedhna Manidutt

Writer: Brandon de Souza
Creative Director: Mponeng Sedumedi

Executive Creative Director: Mbeu Kambuwa 

Chief Creative Officer: Tseliso Rangaka

Lifestyle Photographer: Lesedi Mothoagae
Product Photographer: Bianca Theron
Director: Amr Singh

Award: Coca-Cola Internal Awards_Best Campaign in Hydration for Africa

 

We worked with Coca-Cola to launch their Premium Source Waters in South Africa (Valpre), Kenya (Keringet) and Ghana (Voltic). 

​

Our campaign 'Own Your Richness' used out-of-home and social to rewrite the cliched
narrative of Africa and made African people feel proud of who they are and feel proud to drink from a natural local source. We also used 4 influencers who are are 'Owning their Richness'
to further inspire our continent. From South Africa, we worked with Lulama Wolf-an artist
and Trevor Stuurman-a contemporary, multimedia and visual artist. Afua Rida, from Ghana
is a jewellery designer and David Avido, a fashion designer.

​

The new packaging designs depict the new identity and the source each water comes from,
using graphic triangular shapes. We brought this into the look of our campaign for a cohesive
look and to entrench the new identity in the minds of consumers. The product shots against
the visual identity were treated like high end fragrance photography to elevate the product into
a premium space.