The brief was to conceptualise and produce a digitally-led campaign, leveraging the brand’s sponsorship of South Africa’s very own motorcycle racer, Brad Binder.

At the time only a small segment of South Africans that follow MotoGP and even fewer following Moto2, knew anything at all about Brad Binder. We had to produce a broader concept beyond MotoGP to gain national reach.

We conceptualised a campaign that targets the patriotic spirit of South Africans and MotoGP fans alike. By giving South Africans a powerful rally cry, we turned them into an army of advocates to show support for Brad Binder and to join together as a proud nation.