16 March 2016
Y&R South Africa’s Cape Town office and Russian Bear Premium Vodka recently partnered with South African MC, producer and rapper Riky Rick to illustrate the next level of urban culture, style and hip-hop through the ‘Mzansi King of Kicks’ campaign and the ‘#NextLevel’ series.
Russian Bear’s Mzansi King of Kicks, a long-term sneaker curation platform, launched last year and allows passionate consumers to share their most beloved, creatively inspirational or customised sneakers on the site. Influencers were approached to judge submissions from the public and through a series of voting rounds, crowned the 2015 Mzansi King of Kicks.
The Mzansi King of Kicks campaign sparked the initiation of a longer-term collaboration with Riky Rick, who was the judge of the ‘Classics’ section of the competition.
The #NextLevel series followed, which saw the rapper completing a nationwide tour powered by Russian Bear, being the face of Russian Bear’s new billboard campaign, and recently culminated in the release of a #NextLevel aspirational monologue by the artist. “The aim is to inspire people to reach for their respective #NextLevel. Russian Bear is not just vodka; it’s a symbol of a go-getter spirit. We hope the soliloquy can spark the will to go for your dreams just like I did and continue to do on a daily basis,” Riky Rick commented.
“Working with a significant local talent on SA’s music scene, on a brand that is gaining such tangible momentum is exciting for us as an agency,” added Megan Hall, Client Service Director at Y&R South Africa’s Cape Town office. “The exploration of the uncluttered space of the local sneaker scene, an experiential tour with a superb local talent that has such synergy with the Russian Bear brand, and the extension of the collaboration through a shareable medium like a video monologue, are recent chapters of an exciting brand story for Russian Bear. We look forward to building on this successful partnership,” she concluded.