Ogilvy South Africa: Castle Lager shows that difference can find common ground

Ogilvy South Africa and Castle Lager have injected a thought-provoking idea into a horribly divided world. Even when vastly different people, we still have a lot in common.

The social experiment and print campaign uses the condensation marks of beer glasses on a bar table as Venn diagrams, to show how different workers – plumber and heart surgeon, pilot and chicken farmer, and soccer ref and bouncer, are united by similarities. Wings matter to both pilot and chicken farmer; neither plumber nor heart surgeon wants leaks; both soccer ref and bouncer decide who stays and goes.

The campaign underlines the idea that Castle Lager’s famous taste connects everyone and brings them together.