It's true! South Africa is the only country in the world where a nationally favoured sausage, is called a 'russian'. Eskort is a humorous challenger brand, and the creative strategy behind this campaign was to create a fun moment in time through social satire, in this case with respect to our distinctive slang. A detail that can be terribly misunderstood if you're not South African and was used to create an engaging and entertaining campaign that escalated pretty quickly...