Because nothing unites South Africa like winning the Rugby World Cup, we were tasked with uniting the entire country behind the Springbok rugby team, who faced winning an unprecedented fourth World Cup. They were set to defend their World Cup title against great odds.

MTN stands for enabling all South Africans to make their voices heard. They also pride themselves on creating inclusivity for all South Africans. The initial brief was to create a massive nationwide campaign to galvanise the entire country behind the Boks. But we soon realised that over four million South Africans showed their support in another way… by using sign language - our newest (and 12th) official language.

With the World Cup aligning with Deaf Awareness Month, it was the perfect opportunity to include our deaf community. So we adapted our campaign to include their unique voices, while also educating the nation about deaf awareness.