MTN, Africa's largest cellular network, sponsors the South African club football knockout tournament called the MTN8. This is where the South African premier league's top 8 teams at the end of the season compete for R8 million (£600,000).
The fans make a big show of going to these games; dressing up in elaborate costumes and earning the coveted title of "Number One Supporter". The fans also nicknamed the tournament 'wafa wafa', meaning 'do or die' in Zulu. For this campaign, we took the zealous fans and transformed them into warriors, each representing their team: Kaizer Chiefs, Orlando Pirates, Freestate Stars, Ajax Cape Town, Golden Arrows, Amazulu FC, Wits University and Supersport United.
This is the TV spot:
The fans make a big show of going to these games; dressing up in elaborate costumes and earning the coveted title of "Number One Supporter". The fans also nicknamed the tournament 'wafa wafa', meaning 'do or die' in Zulu. For this campaign, we took the zealous fans and transformed them into warriors, each representing their team: Kaizer Chiefs, Orlando Pirates, Freestate Stars, Ajax Cape Town, Golden Arrows, Amazulu FC, Wits University and Supersport United.
This is the TV spot:
The print and press was to announce the upcoming games. Because of the nature
of a knockout tournament you never knew who was going through to the next round until the final whistle.
The best solution for this was to shoot each character individually. Then it would be
a simple drag and drop scenario for the studio and the ads could go out to print the very next day.
of a knockout tournament you never knew who was going through to the next round until the final whistle.
The best solution for this was to shoot each character individually. Then it would be
a simple drag and drop scenario for the studio and the ads could go out to print the very next day.
The 8 characters used across print/POS/digital media :
