The brief was to create an iconic piece of content for South Arica's most iconic brand. To achieve this we needed something truly disruptive and unprecedented for the category and South African communication in general. MTN has always had a very strong brand persona and a lot more street cred than its competitors. At its best MTN has created work that locates and involves itself in the culture of the times. Our aim was to create something that embraces the digitally connected world of entertainment we are living in right now.
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