The campaign by the Scottish Leader and I See A Different You collaboration will be conceived and produced in association with FCB Cape Town and will be rolled out in various phases, starting in early February with an out-of-home billboard campaign.

Born in Soweto, the I See A Different You duo, featuring Innocent Mukheli and Vuyo Mpantsha, launched their photographic blog in 2011. Their movement aimed to show a different Soweto – their Soweto – to the world.

“The I See A Different You philosophy beautifully mirrors the Scottish Leader ethos of viewing things from a new perspective to discover richer possibilities. It, therefore, made sense for us to team up and intensify the expression of a shared narrative, while at the same time promoting the three seductively sweet, smooth, rich and smoky Scottish Leader variants that sell in South Africa, including Original, Signature, and 12-year-old," says Meryll Stocks Roos, marketing spokesperson for Scottish Leader in South Africa.

"I See A Different You is not only adding their authentic voice to our campaign, but also participating in creating visual assets and networking opportunities for the Scottish Leader brand, which reflect our shared Afro-positive narrative," says Paul Carstens, FCB Cape Town creative director.

"The choice of locations for the campaign visuals had to be distinctive, as well as capture the reality, vibrancy, and essence of township lifestyle, as can be seen in the scenes reflecting a typical game of pool, a Spaza shop, the distinctive roofs of Kliptown in Soweto, and the Alexandra township – amongst others," adds Carstens. 

Carstens says that Scottish Leader’s three blended whiskies available in South Africa – Original, Signature, and 12-year-old – are visually represented via their label colour accent: red, teal and blue, with each photo shoot location echoing one of these.

Stocks Roos says that in addition to the outdoor advertising campaign, South Africans could look forward to a host of related brand activities this year, including launch parties, an innovative digital photography drive, as well as regular social networking events. More will be revealed later on. 

For more information, visit www.scottishleader.co.za or www.iseeadifferentyou.com. You can also join the conversation by using the #ISeeADifferentYou and #NewPerspective hashtags.