[Packaging Design Tribute]
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Jameson x Soweto Gold ‘Marked By Bravery’
Market: South Africa
Media: Packaging, Poster, Activation
Agency: TBWA | The Open Collaboration
Credit: Executive Creative Director
Awards: One Show Bronze X2; Cannes Lions Bronze
Ndumiso Madlala, owner of the only craft brewery in Soweto, was approached by Jameson Whiskey for an unlikely collaboration. Jameson would donate used casks, and Madlala would create a beer to be matured in them, infusing the brew with taste notes from the whiskey. Madlala saw this limited edition beer as a chance to pay tribute to those who made it possible for him to own a brewery in Soweto at all: the class of ‘76. Then students, now adults in their 60s, their courageous protests signalled the beginning of the end of the Apartheid regime. So he called his beer Soweto Gold ‘76, with a celebratory 7.6% ABV. He created 76 limited-edition bottles, each signed and thumb-printed by a veteran of the ‘76 protests, and paired with a signed poster. These were auctioned off with all proceeds going to uplifting the modern youth of Soweto - one more gift from the class of ‘76.
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