Black Coffee led a 40-strong group of African vocalists to create a voice-only recreation of his most famous electronic track, 'Rock My World'. He will feature in a nine month advertising campaign across posters, billboards, print and below-the-line on-trade venues which utilise his reputation to communicate 'Stay True, Leave an Impression'. South Africa is a high-growth market for the brand and this campaign is intended to drive awareness and affinity for the brand locally.
The brand's global and local social media channels and Black Coffee's nearly 1.5 million cumulative followers will be utilised to drive views and engagement with the film, with a substantial online media campaign managed by Vizeum. In addition, Black Coffee will participate in a series of media interviews to support the campaign, including with the campaign's media partner Hypebeast.com, the world's leading cultural trends site. Future campaigns are in production across three continents and will appear between now and June 2015.
The 'Stay True Stories' campaign, produced by M&C Saatchi Sport & Entertainment London and M&C Saatchi London, is intended to drive deep and targeted consumer engagement around the world.
Previous film content includes 'Kilian Martin's Carmen', featuring world leading freestyle skateboarder Kilian Martin and his unique take on Bizet's Spanish set opera Carmen, 'Ben Mead's Art of Drumming', which shows the London-based star of the global 'Stay True' TV campaign performing a unique experiment to visualise sound, and 'The Whale Song', featuring Chilean bassist, Juan Manuel Aguirre, as he takes to the sea in a unique experiment to capture the union of music and nature.
Black Coffee commented: "Musical experimentation and its power to bring people together is why I do what I do. When Ballantine's asked me what my dream experiment would be, I wanted to set us the challenge to do something unique. To see the group of vocalists we put together from throughout Africa with each playing their own part, producing the final recreation of 'Rock My World' was an amazingly satisfying moment."
