PR and media relations

Mami Wata: launch

Last year, The Friday Street Club came on board to launch a new, premium surf brand, Mami Wata, to South Africa and the world. With ambitious plans to become the first great surf brand from Africa, Mami Wata planned to take over the surf scene one wave at a time.

Mami Wata is different to anything else out there, with distinctive African inspired design and aspirational high quality functional products made in Africa. And so we needed to build a strong and credible voice around their core pillars: Africa, Surf, Design, Nature and Adventure.

MW - Bianca + Burger.jpg

Fast forward a year, Mami Wata has seen phenomenal PR success, locally and globally; been stocked in stores around the world; racked up creative awards and opened its first stand-alone bricks and mortar store.

Our PR – it’s been off the charts. We have had very strong global and SA PR coverage.

- Nick Dutton, Mami Wata founder and CEO

Despite PR being the only marketing tool used, the product sold better than expected, with some lines selling out, and the brand is now stocked in 10+ stores locally, as well as in Paris and the States:

The brand was selected to be exhibited as an example of “Best in African design” at the Southern Guild and Pop Up South Africa Design shop in Le BVH in Paris. And the Brand film, ‘Woza” won global awards (Cannes, Patagonia Film Festival, Paris Surf and Skateboard Festival, Vimeo Best of the Month).

Since the launch of Mami Wata last year, The Friday Street Club have done an outstanding job. Putting together an impressive list of coverage both locally and internationally, they have exceeded our expectations and we are proud to be associated with the team.

- Nick Dutton, founder and CEO

MW - Holly + tee.jpg

Sneakerness: SA event

Sneakerness is a global sneaker event which came to Africa for the first time and we had the pleasure of introducing it. The event series, which has become known as the most important one on the European sneaker and footwear scene, took Jozi by storm.

The idea is to buy, sell and exhibit the latest and hottest sneakers. Top-notch international brands and major sneaker stores, as well as private sellers and collectors from all over the country come together to buy, sell and swap footwear and street fashion, from classic and real rarities, to the newest trends in street culture. Alongside the finest sneaker vendors, visitors experienced street art, graffiti, music, as well as good food and drinks.

We were responsible for managing all media elations and driving hype around the event - check some of it out at Yo Mzanzi, The Plug, Soweto Life magazine, Blaque, Book of Swag, as well as some of the videos below.

The Botanist Gin: The Forager

The Botanist

We worked with our favourite gin, The Botanist, on a unique pop up concept, THE FORAGER. Over the course of the year a limited number of pop up evening events took place in unconventional, secret urban spaces in Cape Town and Johannesburg. 

Each event was an intimate hosting just 40 guests, who enjoyed unique gin serves and a selection of food experiences inspired by the local environment. 

In the lead up to each event at THE FORAGER, three of Cape Town and Johannesburg’s finest bartenders attended bespoke foraging experiences led by local foraging experts, Roushanna Gray and Professor Ben-Erik van Wyk. During veld, forest and sea forages in Cape Town, and highveld, lowveld and bushveld forage experiences in Johannesburg, the bartenders personally hand foraged indigenous and seasonal ingredients to create a unique serve of The Botanist Gin with a local twist.

Then, on each night at THE FORAGER, the bartenders competed in a challenge to craft the most interesting foraged serves using The Botanist Gin and their own locally hand foraged botanicals. These were presented to guests who will then cast their vote for the cocktail they felt was the most inspired. 

At the end of THE FORAGER series, the bartender with the most votes and highest score won an all-expense paid trip to the home of The Botanist Gin in Islay to experience first-hand the philosophy behind The Botanist and foraging in the Hebrides.

See some of the feedback from attendees here: City By Mouth; Gold Creatures; Waterfront Whisky and Waiting for Meg

Rhino Tears: building a well-loved brand

Rhino Tears PR

For many years we have worked with the amazing wine brand, Rhino Tears, which donated proceeds of every bottle purchased to the SANPark Honorary Rangers to be used in the fight against rhino poaching.

Every year we are lucky enough to travel to the Kruger Park, taking film and media crews as guests of Rhino Tears wine to see first hand what is being done on the ground. The resulting media coverage and supports assist the brand to share their messages, and ultimately sell more wine (and of course, raise more funds).

The brand has raised over R1.2 miiiono date from sales of the wine, which have been donated directly to the SANParks Honorary Rangers to be used to pay for essential equipment and training. 

Work & Co..: launch

We partnered with Work & Co. - a new co-working space in Cape Town - to launch the offering to media, entrepreneurs, creatives, small and medium sized enterprises, remote teams and freelancers.

We ensured that the opening event was packed with local guests eager to see the new space, and ensured reviews and coverage across local media, including in Elle, Mail & Guardian, Ventureburn and more.

Work & Co is the brainchild of French born Julien Verspieren. Julien sold his business in France in 2014, packed up and moved to Cape Town. In France, he was the founder of a recruitment company, and with another partner, grew their staff from two people to 160 people in the space of fourteen years. 

As a successful entrepreneur, Julien is an expert in business development and enjoys the excitement and energy that accompany new ventures.  Launching Work & Co is his latest creative venture. 

“I experienced the way that co-working spaces have taken off not just in South Africa, but globally, and how they are creating and supporting a new way to work, said Julien Verspieren.

“In Work & Co I wanted to create a unique 2,000 m2 space that people could draw inspiration from, interconnect through the latest technologies and grow their businesses. It combines the buzz of a coffee shop with the comforts of the most beautiful home, bringing a community of passionate entrepreneurs and creatives, working together under one roof. Work & Co is all about people”.

Louis ii shirts: Launch

MJ working his stuff in Louis ii

MJ working his stuff in Louis ii

We recently worked on the launch of Louis ii shirts - bespoke, tailored shirts that are Savile Row quality, but made right here in Cape Town.

Louis ii shirts is the brainchild of Cape Town based entrepreneur and TV commercials producer, David Elton and legendary Savile Row, London trained bespoke shirt and suit maker, Louis Gwatkin. They decided to see whether they could make the best ready-to-wear shirts available in South Africa.
It took the pair two years to find cutters, and train seamstresses to produce the quality they deemed acceptable. 
The selection of hand cut and hand crafted shirts offer the kind of high quality, fine finishes, and attention to detail expected from London’s Jermyn Street and Savile Row. Four highly skilled seamstresses work on each shirt, using the finest quality Egyptian cotton and mother of pearl buttons.

To launch the brand, we hosted a Launch event at The Cape Town Club, inviting a number of influential fashion media and bloggers to join the creative minds behind the brand for a lovely evening of canapés and drinks. The results were the brand being listed in Business Day Wanted, GQ and BA Highlife magazine, amongst others, as the shirt brand of choice. 

Have a look at what MJ, the Perfect Gentleman and Renaissance Man has to say about it all. 

Louis ii shirts

The Botanist Gin: launch

The Botanist

As part of the launch of The Botanist gin in South Africa, media and top mixologists from around the country were invited on an experience at Cape Point Nature Reserve to understand the concept of foraging.

The day was hosted by local botanist Rupert Koopman, and foraging expert, Roushanna Gray, along with The Botanist global brand ambassador, Joanne Brown. The team were taken out into the reserve to learn about which local plants were edible and how to use them, a specialised knowledge in an area which is known for its high number of endemic plants and exceptional degree of biodiversity. 

The mixologists used the knowledge and the samples that they collected to create their own unique serves of The Botanist, containing the foraged ingredients.After The Botanist foraging day, the mixologists worked to develop their own unique foraged serves of The Botanist using the ingredients that they personally hand foraged. These were presented to media, trade, and guests of The Botanist at the official launch event that evening, held at Haas.

Guests were also treated to a 22 course tasting menu made from local hand foraged ingredients, developed by chef and foraging expert, Kobus van der Merwe. The winning cocktail was judged to be Gulliver’s Travels, created by Gareth Wainwright from The Landmark bar in Johannesburg. He has won a trip to the wild island of  Isaly to join top barmen from around the world for a special foraging experience with The Botanist. 

You can read more about the evening at City By Mouth, Womenstuff, Cape Town My Love and Mudl. 

Or watch Joanne Brown, Global Brand Ambassador for The Botanist, showing News24 how to use fynbos in cocktails.

The event was pulled together and managed by the legends over at COW Africa. Photos by Jason Hermann.

Rado: Rado Star Prize announcement

The Friday Street Club Rado Star Prize

We were brought on board at the beginning of 2014 to work with watch brand, Rado, during the course of the year as they sponsored the World Design Capital in Cape Town. A major part of their sponsorship was bringing the Rado Star Prize to South Africa for the first time.

The Rado Star Prize is an established competition that has run in seven different countries around the world, and which supports young and unestablished designers by giving them a platform to show their work.

To wrap this up at the end of the year, we pulled together an event for media and key World Design Capital representatives to announce the two winners of the prize. 

Monica Monsanto and her project Mbari Dolls was announced as the winner of the first Rado Star Prize South Africa. The social design project, consisting of two moulds which can be used to create dolls, is aimed at children from low-income households. Research showed that these children often experience a lack of toys, which presumably can cause a lack in literacy, as well as affect their early childhood development. The aim therefore was to design a product that would solve these issues, whilst still being ‘low cost’ and affordable.

The finalists were given the opportunity to vote for their favourite project, with the winning award going to Christopher Louw for his project AfriDesk.
Millions of South African children still do not have a desk to work on at school and at home, and yet are still required to maintain a level of education equal to that of the more privileged children. Christopher created a portable desk allowing children to have an assured workspace, regardless of the classroom and home conditions.

Photos by Ravi Gajjar. 

Rado Star Prize South Africa
Rado Star Prize South Africa
Rado Star Prize South Africa
Rado Star Prize South Africa
Rado Star Prize South Africa