Lucky Star, the iconic South African canned fish brand, presented us with an exciting challenge: to create a groundbreaking and captivating campaign specifically tailored for the Afrolennial target audience. Our objective was clear – to craft a digital-first initiative that not only nurtured brand loyalty but also firmly re-established Lucky Star as an icon in pop culture.
Introducing “Get In The Mix” – our innovative campaign designed to inspire our audience to infuse their contemporary African culture into the mainstream by blending Lucky Star seamlessly into popular culture.
In my role, I was entrusted with the task of devising a distinct design language that breathed new life into Lucky Star’s visual identity, capturing the essence of culture remixing.