Budweiser “Broke Boy$”
From Cape Town Streets to Global Cool: Elevating Brand Credibility
The Challenge & My Creative Direction
Draftline approached me to cultivate fresh, youthful content for Budweiser, aiming to engage global audiences with a particular focus on the vibrant African market. As a Creative Director deeply plugged into cultural currents, I identified the perfect strategic concept to electrify the client and elevate the Budweiser brand: the compelling story of the Broke Boy$. This artist collective from the townships of Cape Town was already making waves in South Africa's fashion and music underground scenes. By spearheading this partnership, I developed and directed an integrated social media campaign and short film that not only granted Budweiser authentic access to urban street culture, but also elevated their brand with a new level of "cool" credibility, while simultaneously propelling the Broke Boy$ to unprecedented heights.
Broke Boy$ | short film
Meet the Broke Boy$, a collective of Black creatives who have made their way to the top of street culture in Cape Town. Proving that all you need is hard work and the courage to go for your dreams to achieve great things. Find out how the Broke Boy$ have flipped the negative connotations of being BROKE into something positive by going after their dreams.