To re-focus Knights and launch it to a new, younger and upwardly mobile urban market.
To make Knights the go-to whisky for a young, authentic and aspirational target market, we created a campaign that showcases authentic SA talent. To create involvement, we capitalised on the rise of the “dual screen” viewer.
A TV commercial that connects with the consumers on an emotional level, while inspiring an organic migration to Twitter. Thus starting a conversation on one channel, and continuing it on another.