Nowadays, bad news is inescapable. Everywhere you look, be it TV, radio, social media, and even family WhatsApp groups, we are flooded with burdensome news about chronic load-shedding, rampant corruption and, lately, even tigers on the loose! But if we don’t find a way to look on the lite side of things, we’ll gradually end up losing what makes us inherently South African: our wicked sense of humour.
On Thursday (23 February), South African comedian Eugene Khoza sparked a Twitter conversation and coined the term #BadNewsBingo, which offered commentary on how the constant negative headlines can become too much to take and it can often feel like we are playing a game of #BadNewsBingo.
The hashtag drove open conversation on social media throughout the course of the day. Eugene was joined by several other well-known personalities, including Tumi Morake, in discussing the current state of life in South Africa. Regular South Africans joined in on the conversation on the Twitter streets and weighed in on the matter. Gradually, for every piece of bad news, Mzansi flipped the script and found a way to find light despite the heavy news.
Eugene didn’t trivialize the state we find ourselves in, instead he chose to have a positive outlook and perspective on all the chaos by bringing his famous comedic satire to the fore.
Following this activity, Castle Lite intercepted the conversation on Twitter and offered to collaborate with both Eugene and Tumi. This was the perfect match given the brand’s commitment to focus on the lite side of life and South Africans enjoyment. The team are looking at how the collaboration can help Lite’ning Up the heavy we face, finding a way to collectively keep our feet on the ground.
After successfully launching Lite’n Up as the core brand narrative last year, through their Sevens World Cup activity and viral Derek Watts campaign, Castle Lite found this unique view on how we are collectively feeling about the news, the perfect opportunity to continue to champion the lite against the heavy by taking part in this impromptu new campaign.
What better way to Lite’n things up than through comedic satire? This looks to be the start of a great partnership and shows just how quickly campaigns can evolve through insight and agility. We can’t wait to see how this collaboration comes together.
What trended on Twitter yesterday
Being thirsty just got more expensive, even flying on an airline that doesn't fly will cost you, I feel like I'm playing a game of #BadNewsBingo— Eugene Khoza (@eugenekhoza) February 23, 2023
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