OpenCo, an advertising agency in South Africa, turned Soweto Gold ’76 – a collaboration between Jameson Irish Whiskey and Soweto Gold Craft Beer – into a meaningful tribute to the heroes of Soweto’s past on the 40th anniversary of the 1976 Student Uprising.
76 bottles were pulled out of the production run to be personally branded by the Sowetan youth of 1976, now 40 years older. Each bottle was the product of the hand of a veteran in the stand for freedom. Paired with a hand-written poster, the 76 unique bottles were put up for auction online, with proceeds being collected for donation to the Dr. Nthato Motlana Foundation’s ‘Spirit of Youth’ programme, which nurtures today’s school leaders in Soweto and beyond.
Besides fighting for educational freedom in the past, the youth of 1976 were once again able to take a chance by setting Soweto’s future free. There can be no better tribute to their brave contribution to freedom, than another contribution by their very hands.
Agency: OpenCo (The Open Collaboration)
Chief creative officer: Louis Gavin
Executive creative director: Rob Rutherford
Creative director: Darren Borrino
Art directors: Osmond Tshuma, Jo Morrison
Designer: Osmond Tshuma
Writers: Jason Hes, Peet Engelbrecht
Account management: Roxanne Renecke, Mel Daniels
Brand representative: Josef Schmid
Soweto Gold '76: 'Marked by Bravery'.
Soweto Gold '76 was launched on 12 May, 2016 in Orlando West, Soweto.
Malesela 'King' Mokonyama - 15 years old in 1976.
Muriel Mogane - 22 years old in 1976.
Thandi Mtimkulu - 17 years old in 1976.
Peter Ramphomane - 18 years old in 1976.
The end result: bottles uniquely branded by heroes of June 16, 1976.
