While strong on radio, in-store and on social media, in early 2015 Montego’s brand awareness felt like it needed a boost - and TV was the platform we chose to boost it with.

Based on the positioning statement from our brand strategy, “Made with love. From our family, to yours”, we created a heritage ad in the truest sense. We took great care to avoid trite sentimentality, sincerely communicating “South Africa”, “Heart of the Karoo”, “Family” and of course, “Wholesome Goodness”. We wrote heartfelt prose about the challenges, virtues and rewards of hard work and the importance of family.

Together with Bouffant and Director Petar Spiljevic, we planned and crafted a delicate montage of Graaff Reinet and the Montego factory to originally composed music to tell a story with all the sincerity and Genuine Creativity we’d hoped for.

February 2015   |   Strategy, Concept, Creative Direction, Art Direction, Copywriting, Account Management, Production Management, Original Music.

© 2017 Neighbourhood Creative. All rights reserved. Made with genuine creativity by the Neighbourhoodlums.

  |   Strategy, Concept, Creative Direction, Art Direction, Copywriting, Account Management, Production Management, Original Music.