To launch the arrival of the new Boerewors King Steer Burger, this past week saw Steers partner with 5FMs Roger Goode Show in a campaign titled the “#Kinging Celebration”. This celebratory movement was developed to recognize and create awareness of South African creatives who are at the forefront of pop culture curation in the fields of dance, fashion, art, food design as well as music. The brand fearlessly challenged each of the collaborators to show off their skills by completing a challenge that demanded them to showcase a sneak- peak artistic interpretation of how they are “Kinging” in their worlds. The interactive social media drive on Twitter, Instagram and Facebook aimed to anticipate the exclusive dinner occasion where the collaborators will enact a live performance of their challenge responses on the 31st of May 2018 at the swanky Turbine Hall in Johannesburg.
Some of the pop culture shifters celebrated in the campaign were identified for their authentic flair, and creativity, as they uniquely contribute to the evolution of the ‘status-quo’ within youth culture using their passion points. Admired locally as well as abroad for their talents, this campaign proudly features; renowned electrifying dancer and choreographer: Lee-Che Janecke, infinite canvas sketcher and visual developer, Terence Maluleke. Avant-garde trendy fashion designer of brand “Nao Serati” – Neo Serati features alongside creative director of high-end streetwear brand Uniqueiconz, Sanza -Talent Mhlongo as well as online sensation “Cooking with Luyanda” aka Chef Luyanda, who has also been seen showing off her #Kinging Flame in the kitchen.
In spirit of feeding the flame of the youth, the winners of the radio week-long competition were guaranteed the opportunity to take part in a one-on-one master class with the celebrated collaborator shortly before the official celebration, part and parcel of their seat in which was awarded to them for their effort in showing how they are #Kinging within the identified fields. The Boerewors King Steer burger is a 100% pure boerewors product made with fresh and authentic ingredients to satisfy REAL hunger. Considering that the month of May celebrates Africa, Steers showcased elements of its rich South African heritage as a brand that is proudly South African and indigenous to the country as the restaurant also extends its services as far as London and Mauritius. “We are so excited to host this extravagant dinner celebration of our real flavor that will be portrayed through the illustrations of music, dance, fashion, art and of course FOOD.” Says Adolf Fourie, Steers Marketing Executive. The #Kinging Celebration was attended by Mzansi’s visionaries in the creative industry, who sat down to an Afro futuristic themed senses dinner. The celebratory experience featured a live collaborative performances where dance met art, fashion and the new Boerewors King Steer in the food category, which all amplified each of the human senses. The event also featured hip hop king Anatii as a surprise act to talk over REAL conversation on what it takes to be #Kinging in the creative industry, and what the future holds for us as a county.
Appropriately chosen, the #Kinging guest of honour has recently closed off two prestige movie houses at the Ster – Kinekor, to launch his current “music movie”, he is said to also be jetting off to L.A this Youth Month to launch yet another new project, that is set to position Mzansi as a world class creative industry. Steers is an authentically 100% South African youth brand that is entrenched in the lives of the SA youth, and their interests, which is also seen through their involvement with SHOUT, the #Respek Nation, Varsity Cup, and Let’s Play.
Keep your eyes glued to the @SteersSA social media account to see what happened at the #Kinging Celebration in honour of creatives who have the REAL hunger to change the world on Facebook , Twitter and Instagram in case you did not get a chance to receive a seat at the table.