Libra/Diageo – Gilbey’s

Poster Design

Gilbey’s Township Combos

Client Challenge: Our challenge was to help our client, Libra Productions, with their campaign to explore and encourage new township drinking rituals for a DiegoSA mainstream spirit, Gilbey’s. We assisted them by designing point-of-sale collaterol that delivers on the message of a mixability drinking ritual at an affordable price. We were charged with ensuring that the message was communicated in a language/style that is native to the market, we applied our minds to the copy-writing, design and layout of the posters.

Our Solution: Working closely with our client, who wanted the work to draw deeply from the real world insight of the sharing culture ukugazatha, we co-created the poster campaign that advertised some ‘combos’ named after township names for popular cars. The aim was for the artwork to connect with consumers and spark conversation, encouraging consumers to enquire about and trial the product.

• Illustration
• Copywriting
• Graphic Design
• Poster Design

Dave’s approach

Drawing on references of township small business hand-drawn signage, I layered together illustrated elements like the vehicles with custom typography, making the “kasi lingo” pop. We wanted the posters to pique the consumers curiosity in taverns, driving them to ask for more information on the combo products advertised. We really enjoyed the co-creation with our client and drawing on our cultural intelligence and applying our copywriting skills to the task at hand.