On 1 October 2013 Social Seed launched the Urban Expressions campaign for Russian Bear, for which 10 local artist were given the chance to express their understanding of urban culture by creating an artwork for a limited edition black Russian Bear bottle.
To kickstart this process, Social Seed began by researching up-and-coming artists who they felt were in line with the brand as well as its target market. The 10 chosen artists – Lesego Mathaba, Rasty Knayles, Atang Tshikare, Viwe Mfaku, Katlego Kgabale, Keabetswe Mako, Lazi Mathebula, Frances Frylinck, Hylton Warburton and Fort Rixon – were equipped with freedom of creative interpretation as well as a few cases of black Russian Bear bottles.
The outcome was a collection of 10 uniquely designed bottles, which was showcased on a dedicated (and mobile friendly) website along with the creative process that each artist undertook.
Hereafter Russian Bear fans were asked to vote for their favourite designs, and over 3 600 votes were cast. From the top 3 designs, which also included Frances Frylinck and Rasty Knayles, Hylton Warburton was selected as the winner.
In addition to a R40 000 cash prize, Hylton’s design was printed on a limited edition run of the Russian Bear Black bottles.
During the campaign, Russian Bear saw a total fan increase of 23% and the campaign created 1.6 million impressions online with an average engagement rate of 60%.
To view the entries of all 10 artists, check out our previous feature on the Urban Expressions campaign here.
See the winning design below.