MTN asked us to increase their relevance and sentiment through a rugby narrative through a digital lead but not limited to a fan engagement campaign. Our approach was driven by several key insights. First, we recognised the need to speak to a broader audience due to the surge in new fans off the back of a World Cup win. Second, we played to the strengths of South African diversity and the nation’s appreciation for humour. Thirdly, our goal was to establish a campaign renowned for its inventive application of short-form storytelling. Additionally, we built scenes featuring diverse characters from across the nation, ensuring relevance at key moments throughout the rugby calendar. By partnering with top local content creators and comedians, we created relatable content that not only amplified the fan experience but also significantly increased positive sentiment around MTN’s brand through rugby-related content while going viral at the same time.