In a remarkable achievement for African creativity, South African Breweries’ (SAB) Castle Lager Bread of the Nation campaign has been shortlisted for the highly prestigious Dan Wieden Titanium Lion at the 2023 Cannes Lions Awards. The campaign, standing as the sole African initiative among the panel’s shortlist, showcases the ingenuity and impact of SAB’s groundbreaking approach to sustainability and community development.
Now in its 70th year, the Cannes Lions Awards serve as a global platform to celebrate and honor the creativity and inventiveness of advertising agencies worldwide. The Castle Lager campaign, executed under the renowned beer brand, represents a transformative endeavor aimed at sustainability and social responsibility by repurposing brewing by-products into highly nutritious bread. This initiative is a direct result of SAB’s Environmental, Social, and Governance (ESG) program, which launched last year with the objective of minimizing the company’s environmental footprint and achieving zero waste.
The Bread of the Nation initiative stands out as an economically and socially sustainable venture, producing approximately 30,000 loaves of bread using locally grown grains. The Health Food Company, a bakery contracted by Castle Lager, played a crucial role in crafting these nutritious loaves, which were then distributed to communities in which SAB operates.
Vaughan Croeser, Vice President of Marketing at South African Breweries, expresses his delight at being shortlisted for such a prestigious international accolade, emphasizing the value and impact of the Bread of the Nation campaign. Croeser remarks, “The Bread of the Nation campaign eloquently gives expression to our Environmental, Social, and Governance (ESG) program, which guides our efforts to create a future with more cheers by integrating sustainability, responsibility, and purpose into our business strategy and actions.”
The commitment of SAB to improving the communities it serves remains resolute. Being recognized on an international stage affirms their dedication to leading the way towards a brighter future and emboldens them to work even harder to achieve greater shared prosperity. The nomination for the Dan Wieden Titanium Lion is a testament to their commitment to sustainable practices and social impact.
The winner of the award was announced on Friday at the illustrious Palace of Festivals and Congresses of Cannes in Cannes, France. The Titanium Lions category celebrates game-changing creativity, and each shortlisted entry needed to push the boundaries of branded communications, inspiring envy and setting a new direction for the industry. Ogilvy SA, the ad agency behind the Castle Lager campaign, along with supporting partner agencies such as M-Sports Marketing Communications and Little Big Productions, were the only African agencies to be named in the Titanium Lions’ shortlist.
The recognition garnered by the Castle Lager Bread of the Nation campaign at the Cannes Lions Awards serves as an inspiration not only to the advertising industry but to businesses worldwide. It exemplifies the power of innovative thinking and purpose-driven initiatives that can bring about positive change in society. As South African Breweries continues to prioritize sustainability, responsibility, and purpose, they are paving the way for a future that embraces both prosperity and social progress.