Our brief was to re-focus Knights and launch it to a new, younger and upwardly mobile urban market.

To make Knights the go-to whisky for a young, authentic and aspirational target market, we’ve created a campaign that showcases authentic SA talent.

To create involvement, we’ve capitalised on the rise of the “dual screen” viewer.
Our solution: a TV commercial that connects with the consumers on an emotional level, while inspiring an organic migration to Twitter. Thus starting a conversation on one channel, and continuing it on another.

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