EDGARS BRAND - Don’t tell me what to do.

Edgars is a 90 year old South African Department store that had completely lost relevance to a local market. We were tasked to reinvent the brand and reconnect it with culture. We partnered with Africas biggest rising star - Sho Majozi, and a legion of Africas most expressive influencers, to create “Don’t tell me what to do”- A branded film/African musical, that propelled the brand into relevance once more.