Do you want it Darker?: Insight

It is often said that one must first lose something to experience to true value thereof. After 35 days of level 5 lockdown, the 4th of May brought along glorious morning walks and smiling eyes behind masks.

It was after such a walk that our CEO AbrieSnyman, excitedly called the marketing team, saying we can make a difference! Inspired by the lyrics of Leonard Cohen’s contemplative masterpiece “You want it darker”, our #YouBeTheFlame campaign was born.

The initiative calls for individuals to take a black plastic bag for a morning walk, to clean up their neighbourhood.