As December approaches and the hustle of the year reaches its apex, South African Breweries (SAB) has unveiled a profound initiative urging individuals to embrace a life not solely defined by ambition, but also by the essential practice of rest.
The campaign, aptly named “Put Your Crown on Ice,” serves as a powerful reminder that while striving for success is important, so too is the need to pause, breathe, and enjoy the moment.
The initiative resonates with a wide audience—from entrepreneurs and creatives to anyone caught in the relentless cycle of work. It highlights a crucial life lesson: working hard and “chilling hard” are not mutually exclusive; rather, they are complementary elements vital for sustainable living.
Founded on the insightful adage, “Heavy is the head that wears the crown,” the campaign symbolises a duality—pride and resilience balanced by the freedom to relax. Today’s fast-paced culture often neglects the necessity of downtime, leading to burnout and diminished creativity. “Put Your Crown on Ice” directly addresses this issue, reframing the concept of rest as not merely a break from work but a vital contributor to creativity and overall well-being.
The initiative's creators, renowned filmmakers Melusi Mhlungu and Lebogang Rasethaba, embarked on a collaborative project that challenges societal norms. They invited a select group of creatives to spend an entire day doing nothing. The result? A stunning advertisement that is as much a meditation on life balance as it is an artistic endeavour.
In a short online film accompanying the campaign, Rasethaba and Mhlungu explore the importance of stepping back from the relentless pursuit of success. Rasethaba, an Emmy-winning director known for his work on Apple TV+’s “Home,” articulately captures the essence of their message: “Success can be burdensome when you’re always chasing the next big thing.” His perspective is echoed by Mhlungu, the founder of creative agency We Are Bizarre.
After securing accolades for his work on high-profile projects, including Super Bowl ads, he made the conscious decision to return to Johannesburg, aiming to revitalise the local creative scene through initiatives like Jozi My Jozi. Mhlungu asserts, “This campaign is more than a message; it’s a way of life.”
The Star