Red Bull approached us to conceptualise and produce a digitally-led campaign leveraging the brand’s sponsorship of South Africa’s very own motorcycle racer, Brad Binder. Our challenge was the fact that only a small segment of South Africans follow MotoGP and even fewer following Moto2. We had to produce a broader concept beyond MotoGP to gain national reach. The solution? We conceptualised a campaign that targeted patriotic South Africans and MotoGP fans alike. By giving South Africans a powerful rally cry, we turned them into an army of advocates. Not only for Brad Binder, but also the nation.
