The campaign serves as a rallying call encouraging the adulation and celebration of local creative talent by both the brand and Botswana as a whole.
The campaign centres on collaboration and highlights between talented singer Han C and songstress, Priscilla K as well as creative geniuses BK Proctor and Fifi Wale. As a component of the campaign, Han C and Priscilla K collaborated on a six song EP titled, The Journey, which was mixed and mastered by Flex The Ninja. BK Proctor and Fifi Wale also joined forces merging digital illustration and fashion design to create a limited edition merchandise line, which is accessible through the St Louis Lager trade promotions at participating outlets.
Bk Proctor said during a panel discussion that collaborating with Fifi Wale on the project was seamless as they shared ideas throughout the process. He said the fashion industry has been dormant in Botswana for some time, but he sees the challenges he faces every day as blessings. “Botswana is still growing. But I think there is a need to educate people about what we do for them to understand,” said Bk Proctor. Han C said he believes collaboration can contribute to the growth of the creative industry as well as improve individual creatives.
“We come from different backgrounds, so when we do a song, it has to cater for our different sounds and styles. I got to appreciate and discover some of the things I didn’t know I could do. When the key is to high, I have to adjust and it improves you individually,” said Han C. Flex The Ninja said collaborations open creatives to different worlds and areas to explore. He stated that as someone who mostly produces Hip Hop songs, it was a breath of fresh air to be exposed to RnB music.
