Diverting a serious issue or starting a conversation about GBV?

Nkgabiseng Motau (Think Creative Africa) explains why Carling Black Label’s ‘Bride Armour’ campaign is a winner – on The Money Show

Each week, The Money Show’s Bruce Whitfield asks a branding expert to share his pick of the week’s heroes and ad zeros.

This week, Nkgabiseng Motau (co-founder and creative director at Think Creative Africa) chose a powerful Carling Black Label campaign as its hero.

Screenshot of Carling Black Label’s Bride Armor campaign on YouTube

“Bride Armour” puts the spotlight on intimate partner violence and was created in partnership with LifeLine.

It’s based on real experiences shared by survivors of abuse, the beer brand explains.

WARNING – The video below contains graphic content (abuse targeting a model, not a person):

It is magnificent and stimulating work, comments Bruce Whitfield.

However, he wonders if this campaign for a top-selling beer brand will actually change men’s behavior or rather a campaign that will win prizes for creativity. (Bride Armor won a Golden Lion for Ogilvie SA at Cannes 2022 in the Commitment category)

RELATED: Windhoek beer ad banned in South Africa for entrenching ‘toxic masculinity’

Motau says she loves that Carling is addressing an issue where they’re almost at the center of the issue, which is alcohol use leading to domestic violence.

The essence of their brand has always been that ‘champion men’ get more refreshment at the end of the day…but I think talking about ‘champion men’ in the face of the gender based violence numbers we have in South Africa seems a little bit dull.

Nkgabiseng Motau, Co-Founder and Creative Director – Think Creative Africa

The first thing that grabs me is that most of the time when we discuss gender-based violence, we talk about alcohol, how people drink, and then they go home and create abusive environments for their families.

Nkgabiseng Motau, Co-Founder and Creative Director – Think Creative Africa

You can’t directly blame the alcohol for the abuse, but you can’t deny the closeness. … This is a victory for me.

Nkgabiseng Motau, Co-Founder and Creative Director – Think Creative Africa

Listen to the conversation about heroes and zeros from The Money Show:

This article first appeared on CapeTalk: [WATCH] Bride Armor beer ad: Hijacking a serious issue or starting a conversation about gender-based violence?

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