Pernod Ricard
December 2022
Awareness Campaign
Brief
In 2021 Pernod Ricard launched “Phakamisa iSpirit” – The gift that gives back. An initiative to uplift and educate roadside Makers through an investment of R38 million.
In 2022 we needed to take it to the next level, educating more Makers and changing their lives and the communities they live in.
INTRODUCING PHAKAMISA ispirit 2.0
Phakamisa iSpirit went into overdrive. 6 new Makers were given the opportunity to make a better life for themselves. Our original Maker Hosea, became a mentor to our new Makers.
EXECUTION
We kicked off with social content profiling every Maker.
We profiled their stories, their ambitions, their businesses and their skills.
Through a Phakamisa iSpirit online gameshow we spread their story even further and
gameshow winners got to choose bespoke prizes made by the Makers on the Phakamisa iSpirit website. Here we also dug deeper into the Maker’s stories, profiling their businesses and driving a 75% growth in the Maker’s sales.
Creative ASSETS
Social Media
Creative ASSETS
Video & Case Study
Results
In just one month, the campaign drew
Social impressions
