The campaign aimed to recognise and create awareness of South African creatives who are at the forefront of pop culture curation in the fields of dance, fashion, art, food design as well as music.
The brand challenged each of the collaborators to show their skills by completing a challenge that had them showcase an artistic interpretation of how they are '#Kinging' in their worlds.
The interactive social media drive on Twitter, Instagram and Facebook aimed to anticipate the exclusive dinner event where the collaborators enacted a live performance of their challenge responses on Thursday, 31 May at the Turbine Hall in Johannesburg.
Some of the pop culture individuals celebrated in the campaign were identified because of their creativity, as they aimed to contribute to the evolution of the ‘status-quo’ within youth culture.
The event featured dancer and choreographer Lee-Che Janecke and canvas sketcher and visual developer Terence Maluleke.
It also featured the avant-garde fashion designer of brand Nao Serati. Neo Serati features alongside the creative director of streetwear brand Uniqueiconz as well as online personality Chef Luyanda from Cooking with Luyanda, who was also seen showing her #Kinging 'flame' in the kitchen.
The winners of the radio week-long competition were guaranteed the opportunity to take part in a one-on-one master class with the collaborator before the official celebration, which was awarded to them for their effort in showing how they are '#Kinging' within the identified fields.
"We were so excited to host this extravagant dinner celebration of our real flavour, which was portrayed through the illustrations of music, dance, fashion, art and, of course, food," says Adolf Fourie, Steers marketing executive.
The '#Kinging Celebration' was attended by Mzansi’s creative industry, who sat down to an 'Afro-futuristic' themed dinner.
The experience featured live collaborative performances where dance met art, fashion and the new Boerewors King Steer in the food category.
The event also featured hip-hop artist Anatii as a surprise act, who spoke about what it takes to be '#Kinging' in the creative industry.
Individuals can view Steers' social media accounts to see what happened at the '#Kinging Celebration'.
For more information, visit www.steers.co.za. You can also follow Steers on Facebook, Twitter or on Instagram.