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.
Challenge: There is only a small segment of South Africans that follow MotoGP and even fewer following Moto2. We had to produce a broader concept beyond MotoGP to gain national reach.
Solution: We conceptualised a campaign that targets 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 country.
