Bread of the Nation

Bread of the Nation

Castle Lager, South Africa's top-selling beer brand, sources all raw materials domestically, ensuring premium quality. However, post-brewing, significant amounts of spent grain, rich in nutrients, are discarded. As a brand known for uniting the South African nation, we wanted to unite it in a new way - to use our quality ingredients left behind after the beer brewing process to help another big issue in South Africa: hunger. 55% of South Africans live in poverty, with over 20 million going hungry every day.

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Credits

Entrant Company
- Ogilvy South Africa
Advertising Agency
- Ogilvy South Africa
Design Agency
- Ogilvy South Africa
Production Company
- LittleBig Productions
Client
- AB InBev
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What did the judges have to say?

D&AD Jury

Another example of business transformation fixing a real problem for real people while creating a new brand that stands on its own. 360 creative thinking, from the zero-waste mentality to the naming and the visual identity system.

Camila Moletta
Design Director LATAM
The Coca-Cola Company

Another example of business transformation fixing a real problem for real people while creating a new brand that stands on its own. 360 creative thinking, from the zero-waste mentality to the naming and the visual identity system.

Camila Moletta
Design Director LATAM
The Coca-Cola Company

Another example of business transformation fixing a real problem for real people while creating a new brand that stands on its own. 360 creative thinking, from the zero-waste mentality to the naming and the visual identity system.

Camila Moletta
Design Director LATAM
The Coca-Cola Company

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Bread of the Nation