THE BRIEF
South African luxury brand Okapi approached us to help them plan, launch and promote a three-way collaboration campaign with two other South African firebrands— fashion house MAXHOSA BY LADUMA and the country’s most celebrated rapper, Riky Rick.
WHAT WE DID
Our vision was to codify and consolidate the style and popularity of each individual, creating campaign visuals that would achieve cut-through on social while staying true to the Okapi brand.
We created a vertical film, especially for Instagram Stories starring Riky Rick, Laduma and lifestyle influencer Nqobile Danseur
Continuing to explore the campaign theme of luxury-against-cityscape we shot the film in London’s Shoreditch district, highlighting the bags against an urban backdrop.
THE OUTCOME
Both brands in the campaign benefitted from cross-promotion expanding Okapi’s audience by 20%. Placing this luxury brand in the context of African rap, gave it the cultural edge it needed to appeal to a younger, more trend-focused audience. As a result, the brand’s awareness grew by 15%.
