Marvel Mutshina

Creative Director
in
South Africa
Hire
Marvel

I’m a Cape Town-based multidisciplinary Art Director with 8+ years of work experience and an industry-acclaimed portfolio of work. I love coming up with conceptual innovation that makes it possible to create beautifully simple work – work that cuts through the noise and helps businesses tell relatable stories.

Creative Direction
Brand Design
Graphic Design

Portfolio

Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel
#NoExcuse
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#NoExcuse

The Brief
SA’s abuse rate is 5 times higher than the global average. Despite constitutional protections, gender-based violence remains widespread in our country. Carling Black Label recognised the need to acknowledge that alcohol can be part of the problem and used its status as a beacon of masculinity to challenge how society, specifically men, react to violence against women with the #NoExcuse campaign.


#NoExcuse combats women abuse and aims to mobilise men to protect women, through driving awareness, creating conversations and providing tools for people to take positive action to drive real change. Research shows abuse rates spike after big soccer matches, where tension is high and much alcohol is consumed.


The Solution
So, we leveraged our sponsorship of the Soweto Derby, between the notoriously rivalrous Chiefs and Pirates. With a full stadium of riled-up men drinking our product, this was the ideal platform for us to take responsibility and share a message with men that they could take home with them after the game. We had a choir enter the field just before kick-off and hijack Masambe Nono. Fans sang along with gusto, until half way through, our choir changed the lyrics to highlight the issue of women abuse. People took our message to the streets and marched to parliament.


We responded by changing our iconic packaging and partnering with government to set up a special parliament to tackle GBV, taking SA’s biggest beer brand from the no.1 excuse for abuse, to the no.1 champion against it. The non-traditional platform helped us not only to talk directly to a sold-out stadium of beer-drinking men, but with the game being highly televised and fans documenting and sharing their stadium experience, we reached a greater audience than the 2010 World Cup Football opening ceremony and match. We even got a shout out from Drogba for our efforts.


This resulted in brand mentions increasing by 823%, R31.8 million of earned media, and a total reach of 45 million. Positive brand sentiment increased by 86% and ABInBev awarded Carling with a Global Best Practice award, which lead to the campaign being rolled out in 5 other countries.


Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel
Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel
CARLING BLACK LABEL CUP 2019 - CHANGE THE GAME
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CARLING BLACK LABEL CUP 2019 - CHANGE THE GAME

In 2019, we gave fans an opportunity to be more than just a Champion Coach, we gave them the opportunity to evolve the game around the world.


CHALLENGE 

Re-launch the CARLING CUP, with a key focus on growing appeal amongst young adults.


INSIGHT

Soccer fans around the world (especially our target market) are frustrated by the pace at which soccer is evolving. They want innovation, transformation, and unique experiences. Carling Black Label needed to ignite a passion for football and the Carling Cup by addressing these needs in a way that celebrated both the fans and the game. We needed to excite future generations, by adapting football so that it’s more engaging and more entertaining.


CHANGE THE GAME

We took a game that’s notoriously slow on the uptake of new tech and evolving rules, and reimagined the possibilities that lie ahead. By giving fans a voice and an innovative platform, we allowed them to change the game for the better, and help progress soccer to allow it to be more exciting and more enjoyable to watch and play than ever before.


RESULTS

A revitalised Carling Black Label Cup: the sold out tickets in record time, 1.8 million more 18-30-year olds watched the game and Carling black Label experienced a 7% volume growth.

Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel
Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel
CASTLE LITE THEMATIC BILLBOARDS
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CASTLE LITE THEMATIC BILLBOARDS

This thematic billboard was created to visually bring to life Castle Lite’s EXTRA COLD REFRESHMENT proposition to life in a highly impactful way.


Marvel Mutshina
Creative Director
Hire
Marvel
Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel
THE END OF FAST FASHION
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THE END OF FAST FASHION

Celebrity "Fast Fashion" culture has made it a fashion faux pas to wear the same outfit twice. This has made people self-conscious about repeating an outfit.


We wanted to challenge this notion by encouraging the use of our new Skip liquid with fibre care technology. It keeps clothes looking new for longer so that you keep repeating your favourite outfits. We also wanted to create PR and social media hype and drive consumers to purchase the new Skip liquid. All, while fulfilling the brief in an innovative and engaging way that would resonate with our target audience.


This activation was part of the launch of the new Skip semi-concentrated liquid. The objective was to leverage Enhle’s celebrity status and boldness to repeat, to amplify the functional benefits of Skip; ie bobble removal; fibre protection and colour enhancement.

Marvel Mutshina
Marvel Mutshina
Creative Director
Hire
Marvel

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