Bread of the Nation
Award: Wood Pencil
Wood Pencil / Creative Transformation / Planet / 2024
Award: Shortlist
Shortlist / Experiential / Community Activations
Award: Shortlist
Shortlist / Creative Transformation / Brands
Award: Shortlist
Shortlist / Health & Wellbeing / Innovation
Award: Shortlist
Shortlist / Impact / Local Solution
Castle Lager, South Africa's top-selling beer brand, sources all raw materials domestically, ensuring premium quality. However, post-brewing, significant amounts of spent grain, rich in nutrients, are discarded.
As a brand known for uniting the South African nation, we wanted to unite it in a new way - to use our quality ingredients left behind after the beer brewing process to help another big issue in South Africa: hunger. 55% of South Africans live in poverty, with over 20 million going hungry every day.
What did the judges have to say?
Another example of business transformation fixing a real problem for real people while creating a new brand that stands on its own. 360 creative thinking, from the zero-waste mentality to the naming and the visual identity system.
Camila Moletta, Design Director LATAM, The Coca-Cola Company