| Sinopsis | Kenya comprises 42 official tribes with deep divisions running through communities. As the national brew, Tusker Lager took it as its higher purpose to inspire and encourage unity throughout Kenyan society, with 2017 elections in mind. According to Net#work BBDO creative director, Tim Beckerling, initial research into finding real-life stories of ordinary Kenyans accomplishing extraordinary things with the help and support of one another let them to Kaki Gondi. Gondi operates a music production company called Flag 42 Studios, which offers free studio time to anyone who wants to record their music, regardless of background or tribe. “We worked with Kaki to develop this idea, and we visited about half of the different communities. During our visits, which took place over about a two-week period, we sampled sounds from each community, including vocals, instruments and the sounds of their daily lives, with the help of three audio experts who were present with us for the whole shoot and intimately involved in the post-production process.” The team created a song based on a local ’70s hit, by Slim Ali, called “You Can Do It”: “Working with a young rising Kenyan rap star named Wangeshi, we brought a contemporary edge to the whole thing in collaboration with another South African music producer named Sibot.” The result is a new tag line for Tusker — “Here’s to the Us in every Tusker” — demonstrating that unity is present in the brand name itself, a good fit for the strategic aim of togetherness. The films were shot by novice Dan Mace, who had never previously filmed a commercial. |