Hunter’s is the second largest cider globally and has been a South African staple for nearly 40 years. But it had lost its appeal with young drinkers, who saw it as old-fashioned and preferred international brands.
Then came an opportunity: the South African Broadcasting Company mandated 90% local content, but there wasn’t enough to fill the airwaves. So we teamed up emerging musicians and with A-listers like EmTee, Tresor, and JR to create original tracks.
Top local directors turned the songs into music videos, which aired on South Africa’s biggest radio and TV stations.
The backstories of the artists, studio musicians and even dancers were turned into a content series to keep people inspired.
The A-listers also travelled the country giving masterclasses to hungry minds on subjects ranging from social media, royalties, tax and legal advice to managing your career through its stages.
Emerging musos were given the opportunity to learn from and perform in front of the best in the industry.
Start Something became a self-fulfilling campaign.
By using real musicians, dancers, illustrators and entrepreneurs, they helped the nation find its voice, find its audience and ultimately, to Start Something of their own.