Creative collective I See A Different You and whisky brand Scottish Leader have recently collaborated on a campaign aimed at looking for, interpreting and expressing the unique beauty and dynamism of the country; and inspiring others to do the same, according to the two forces.
Born and bred in Soweto, the internationally acclaimed I See A Different You collective, which now comprises Fhatuwani Innocent Mukheli and Vuyo Mpantsha, shot to fame through their photographic blog launched in 2011.
The collective aimed to show a nuanced frame of Soweto to the world, retelling and reframing the story of their neighbourhood in their unique style; simultaneously redressing negative perceptions of Africa often created through the Western gaze.
“The I See A Different You philosophy beautifully mirrors the Scottish Leader ethos of viewing things from a new perspective to discover richer possibilities.
“It therefore made sense for us to team up and intensify the expression of a shared narrative, while at the same time promoting the three seductively sweet, smooth, rich and smoky Scottish Leader variants that sell in South Africa, including Original, Signature and 12-year-old,” says Meryll Stocks Roos, marketing spokesperson for Scottish Leader in South Africa.
“In essence, both brands stand for positive change. Only when you look at the world differently can you bring about positive and meaningful change. Together with Scottish Leader, we are working on encouraging South Africans to believe in their potential and power to transform their lives and in so doing, make a difference that transcends them as individuals,” says Fhatuwani.
The Scottish Leader and I See A Different You collaboration was conceived and produced in association with FCB Cape Town, and shot across different parts of Joburg. Launched in February, the campaign will be rolled out in various phases.
“I See A Different You is not only adding their authentic voice to our campaign, but also participating in creating visual assets and networking opportunities for the Scottish Leader brand, that reflect our shared Afropositive narrative,” says Paul Carstens, FCB Cape Town’ creative director.
Carstens also said that Scottish Leader’s three blended whiskies available in South Africa – Original, Signature and 12 year old – are visually represented via their distinct label colour accent; red, teal and blue respectively; with each photo shoot location echoing one of these.
This post was made possible by Sottish Leader.