BOS Sport wanted a campaign that spoke to the local active community in South Africa. So we took the insight that most people experience "active envy” at some point in their week, and combined it with the most effective new sports ice tea on the market: BOS Sport.
Through outdoor, digital and print media, this campaign aimed to give active people all over the South Africa the opportunity to be inspired by, and inspire active envy in others.
The local vernacular "GO BOS" (go crazy) fitted perfectly with the brand essence and the way locals feel
about sport.
about sport.
