HENNIE’S HERSTEL
Non-English Campaign
The Brief:
Our team was tasked to create a non-English campaign for a local brand while celebrating South Africa’s rich diversity. Choosing the Afrikaans language and the sports bar Hennie’s, the campaign had to connect to Afrikaaners with tradition, humour and visual storytelling.
The Solution:
Despite their local roots, Hennie’s was at risk of being seen as ‘just another sports bar’. To expand their audience to the youth, Hennie’s had to communicate that they were the place to escape life’s demands.
For many young Afrikaans students, drinking isn’t just for a dop but a social connection and for fun memories. By tapping into student slang and drinking experiences, Hennie’s could reposition itself in a way that appealed to the youth.
‘#Hennies’ Herstel’ encourages students to see their hangovers as not a mistake, but a night well lived! The campaign followed Hennie and his friends as they try to recover, bringing relatability and pride to the ‘hangover ‘babalas’ experience by positing Hennie’s as the lekker recovery destination for those rough mornings, because at Hennie’s jy kan herstel soos ‘n regte hond!
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