RAPT Creative delivers 100% for Windhoek

RAPT Creative has launched a digital campaign for its client, Windhoek, that brings together three of the country’s most creative and successful young entrepreneurs to share how they experience the brand, and how it in turn adds value to their relationships.

The creative concept behind the campaign – 100% Moments – leverages the fact that, while others speak to the competitiveness and exclusivity of their brands, Windhoek tells a different and authentic story.

Windhoek brand manager, Marco Vandeput, says: ‘For Windhoek, it is not about the physical activities that bring us together, it’s about the connections and conversations we have, while participating in those activities. It is about the moments when we share similar passions that make us authentically the Windhoek brand.’

He adds that, as a brand, Windhoek believes in the collective stories of its consumers; it is in those encounters when they seek out opportunities to share 100% moments with others, which allow them to view life through a Windhoek lens.

RAPT Creative identified three protagonists who boast thriving careers and embody the Windhoek 100% moment ethos in ‘Just Exists’: Chief Creative Director, Hussain van Roos; former suit turned TV host and accomplished celebrity chef, Lentswe Bhengu; and top real estate agent and passionate golfer, TTMBHA.

The campaign essentially provides them with a platform for candid conversations and connections in several unscripted episodes, while enjoying 100% pure beer. The first episode, which launched last month (March 21), shows the three men enjoying the opportunity to connect while cooking together in Bhengu’s kitchen.

‘Windhoek 100% Moments acknowledges that, when it comes to these three men, it is not always about food or golf, it is about the conversations that happen in between holes and at the table,’ adds RAPT Creative Director, Tarryn Chudleigh.

She highlights that they truly embody what it means to be a Windhoek man and that their genuine and relevant narrative around food and golf helps entrench the Windhoek brand essence, by shifting the focus to the connection moments.