The Sanlam Cape Town Marathon campaign, executed by Moonsport, transformed Sanlam’s role from sponsor to true champion of running. Moving beyond brand visibility, Moonsport elevated the Sanlam sponsorship by focusing on ‘everyday champions’—ordinary individuals displaying the discipline and resilience that define true champions. Through emotive storytelling, the campaign highlighted the marathon as a journey toward physical and financial confidence, building a deep emotional connection between Sanlam and the running community.

Moonsport's 100-day approach comprised three phases: COMMIT, TRAIN, and CELEBRATE. This journey enabled runners to connect, train, and celebrate within the running community. The campaign utilised rich video content, iconic influencer Kabelo, community Track Days, and the Marathon Expo to unify the message and support runners with practical, motivational tools.