At the centre of The Jupiter Drawing Room’s new campaign is the product. The drawings in the ads are done using charcoal from bags of Safari Superior African Charcoal. That’s really what makes them unique.
It’s the story of Safari Charcoal, as told by the product itself.
Each ad features a glimpse into South African life, as illustrated by Thabang Lehobye. “Football” captures the vibe just before a big game. “Beach” is a quiet look at family time on the coast. “Mountains” is a break away from the rat race with a group of mates. And “Township” puts us in the middle of a Shisanyama, close enough to smell the wors. All culminating in the line, “The Best South African Moments Are Made With Charcoal”.
Each ad invites other South Africans to share their braai moments by uploading their photo using #safaribraai, with the possibility of having their moment immortalized in charcoal.
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