My buddy Marais, introduced me to this Afrikaans punk rock band. Using them in a commercial for a hangover cure seemed like such a great fit, we threw ourselves into it. The Ad agency, the Director, the crew – everybody did it for nothing. And for our client Essentiale, it helped get a fairly staid product to start flying off the shelves.
So, when it came time to do some real PR work for the band, we went all out. We wrote a script, translated it into ‘Van Coke-speak’ and got some amazingly talented young artists to participate in each one drawing an online comic book series about the band. Vampire’s happened to be the ‘in-thing’ at the time so we used that as part of a story line.
In a complex collaboration of multiple individuals, doing online and offline work, from bloggers, to good-hearted musical TV producers, Facebook and Twitter posts by the band and even other bands supporting their brothers (like Die Heuwels Fantasties), we helped get Van Coke lots of free media and knock up their celebrity status, significantly.