The beer industry persists in entrenching gender inequality where women are either sexualised in advertising to men or patronised with cocktail offerings. #SheLovesBeer wanted to change the perception around beer and women by engaging influential beer consumers with a campaign celebrating women and choice.
A campaign developed to build equity among the Afropolitan audience and travellers. The key insight is that Afropolitans often travel together and also share the love of jazz. Jazz is a music genre suited for global stages. We put the audience at the centre to select South Africa's next big jazz artist, and a money-can't-buy experience.