We’re starting to see various brands partnering with influencers and musicians in a creative and fun way with this being the most recent. You can now add the OROS brand into the hat. By far one of Mzansi’s much-loved and iconic brands, OROS is involved in a unique campaign that fuses music, a TV commercial, live activations as well as social-media and an influencer drive. This is all done in an effort to reposition the brand and make it more attractive to a younger crowd done in a fun-loving manner.
As part of the campaign, homegrown hip hop and R&B come together in a unique collaboration between innovative South African artists – rising crossover rapper Costa Titch and soul singer Boskasie. They team up on the infectious new track Rather Be With You as part of the OROS Just Add Fun campaign.
The campaign comes with a vibrant TV commercial produced by Left Post Productions and filmed in Johannesburg’s hip Braamfontein district. Directed by Amr Singh, the TVC sees OROS bringing young people together and inspiring a host of good times, while showcasing the talents of local music artists. The ad features a muso, a skateboarder and a fashionista hooking up in Braam for a day of fun and self-expression, as the OROS Man comes out to play and dynamic, animated OROS splash motifs come to life in the real world, with the OROS summer anthem as the soundtrack.
Ford said OROS had looked to partner with upcoming South African talent and was fortunate to have found artists as talented as Costa Titch and Boskasie to create the epic, fun-filled OROS track – an anthem for the summer season.
Besides the TVC and the OROS Summer anthem, the Just Add Fun campaign includes influencer, social-media and radio activations, in-store promotions, a competition, new product launches, gaming tie-ins and flash-mob events.
Listen to the OROS summer anthem Rather Be With You here.