After being acquired by AB InBev, South African Breweries risked being seen as less local hero, more Belgian bean-counter. We needed to show their consumers that SAB was still every bit South African. In the year of Trump and BREXIT, democracy has never been more topical, so we decided to hold an election of our own where fans could vote for South Africa's first democratically elected beer. Our election took place on social media where our followers had a say in everything, from the type of beer they wanted, to its name and label design, after which a limited run was produced and sent to voters.

GOLD • Low Budget Campaigns • New Generation Awards

BRONZE • Social Media • Assegai Awards