MTN: Sharing kindness

MTN, the mobile telecommunications company, aimed to position itself as an enabler that creates the opportunity to progress in South Africa.

The Assignment

The year 2020 was remarkable for many reasons, for South Africans it was a year where over 9 months were spent in varying levels of lockdown. This had a significant impact on the economy and the daily lives of all South Africans. Not only did we feel isolated and disconnected but the inevitable financial burden was taking its toll.

At the end of 2020 there was a general sense of relief that the year was over and a hope that 2021 would bring an end to the pandemic.

The MTN brand wanted to tap into that mindset and...

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