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.
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.
![](https://cdn.myportfolio.com/e8bcdab4-fc7a-4ca1-b467-c72a7646b09c/c794ddd2-e24c-4520-83d4-2f1bb36d55aa_rw_1920.png?h=4eb8016880ca197dc14906dac81b670c)
![](https://cdn.myportfolio.com/e8bcdab4-fc7a-4ca1-b467-c72a7646b09c/29ee0086-1c98-4598-a34b-709e7bcc5ab2_rw_1920.png?h=423e90dbfb6c731590ab9102f6df7cf9)