But how do you connect a brand to culture in a country as diverse as South Africa? A country with 11 official languages, that is going through a creative and cultural renaissance We created: “DON’T TELL ME WHAT TO DO” - An African musical that became an anthem for self-expression, bringing together over 30 African personalities to reconnect Edgars to culture.
This cultural collaboration created branded films, social content, original music, a fashion collection and a total re-brand and re-design of the 90-year-old store.
1 Bronze: Entertainment
2 Shortlists: Entertainment, Brand Experience & Activation