The campaign serves as a rallying call encouraging the adulation and celebration of local creative talent by both the brand and Botswana as a whole.
The campaign centres on collaboration and highlights between talented singer Han C and songstress, Priscilla K as well as creative geniuses BK Proctor and Fifi Wale. As a component of the campaign, Han C and Priscilla K collaborated on a six song EP titled, The Journey, which was mixed and mastered by Flex The Ninja. BK Proctor and Fifi Wale also joined forces merging digital illustration and fashion design to create a limited edition merchandise line, which is accessible through the St Louis Lager trade promotions at participating outlets.
