A continent with many significant characteristics and a rich history, offering unique experiences and memories to those lucky enough to set foot on its soil – it is undeniable that there is something very special about Africa.
It can be something we feel, smell or taste, in the stories we tell, the human connections we make, the clothes we wear, something we say or something we create.
Amarula Cream Liqueur, a unique offering from South Africa has traditionally been known as an after-dinner treat reserved for special occasion. But when considering the flavour and taste of Amarula and Africa there is no single occasion or box to put it in.
Distell recently launched a new brand film to bring to life and showcase not only the versatility of Amarula but also #ALittleSomethingSomething about Africa.
"We started right at the beginning and challenged ourselves to think about the essence of Africa, what it means to us. When we started to try and explain it to each other it became apparent that there are no simple descriptions to explain Africa to one another.
The one thing we could all agree to is that we all feel something when we think of Africa, we all remember something when we think of Africa and we all love something dearly about Africa. At this point we had to agree that #ALittleSomethingSomething will be the only way to describe Africa and to tap into our target audience and to enable them to recall 'something' for themselves," says Felix Kessel, Executive Creative Director at Grey and Creative Lead at WPP's agency for Distell, Team Liquid.
