Ogilvy South Africa

Be Within

Castle Lager

The Brief
The Solution

Castle Lager’s newest campaign celebrates the shared values of courage and optimism that South Africans use to rise above their daily challenges and causes for hopelessness and pessimism. In colloquial South African speech and street culture, to ‘be within’ expresses a shared mindset of courageous optimism and tenacity…It's a lived philosophy that reminds us that when we refuse to accept things as they are and show up and believe in each other, then nothing is truly impossible.