Pernod Ricard wanted to create an influencer campaign for Red Heart Rum with a crew that embodies the very notion of living with heart: being spontaneous, authentic, challenging and fun. We created a campaign where the idea was not to be different, but to do things differently, with heart. We hand-picked five of SA's most spontaneous, authentic, challenging and fun influencers to join forces and take part in a series of challenges that will celebrate their authentic way of living with heart and in the process motivate their fans to do the same.
Each influencer posted a video on social media, in which they #LiveWithHeart, and challenged fans to do the same. Fans responded with a video in which they accepted the challenge, for which they were rewarded. The challenges: Breyton Paulse spontaneously built his own team, Fixin Diaries went on a mission to find something that inspired them, Falco travelled to small dorpies to get out there, Kwesta put a spin on his music-writing process, and Jean-Marc tried something for the very first time...