In 2014 FUZE Tea encouraged South Africans to #TrySomethingNew. While the campaign was primarily driven through digital, experiential executions were required that brought #TrySomethingNew to life for consumers in a way that generated compelling content. From allowing consumers to see their cities in a new light, to pushing a glam celeb to try her hand at all the mud a 4×4 track can bring, the team not only crafted compelling experiences but also crafted content for the digital team. One of the most popular executions was the Singagram, where a partnership with J’Something allowed consumers to send messages to their loved ones in a truly unique way.
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