Ubuntu Gold
Campaign Launch & Social Media Competition
Redbeerd
Branding
Redbeerd
Content Generation
Redbeerd
Ubuntu Gold is an incredibly important piece. Long-term partners MetCon launched this 99.99% pure gold creation as a critical step in their journey towards achieving a vision of The Evolution of African Wealth. Ubuntu Gold is a wealth product, an investment, made of responsibly sourced South African gold, for South Africans.
Redbeerd was asked to launch Ubuntu Gold to the South African market, creating print and digital content and facilitating a once-in-a-lifetime competition in which an Ubuntu Gold could be won by an ambassador within the community. A competition that celebrated the concept of ubuntu itself.
Please experience the story!
Umuntu Ngumuntu Ngabantu
A person is a person through other persons
Redbeerd’s role included art-directing the visual expression of Ubuntu Gold, capturing its texture, detail and accurate temperature in environment. Also, articulating ubuntu, and telling the product’s story through quotes, original poetry and metaphor. A soft launch across social media encouraged followers to get to know the round and its detail.
Find Our Wealth. Share Our Wealth.
The competition was simple and wholesome. The audience was asked to nominate Ubuntu Ambassadors in their communities; those who inspire and give of themselves in remarkable ways . The winning Ubuntu Ambassador nominee would win an Ubuntu Gold, and their nominator would win a bag of silver cowries, another wealth product in MetCon’s portfolio.
