MTN's 2010 Sponsorship Campaign
Following the announcement of the 2010 FIFA World CUP, MTN launched its global advertising campaign to promote its major sponsorship.
MTN briefed production and animation house Masters & Savant Worldwide to create a full library of elements.
Says Roger Smythe, JHB MD of Masters & Savant Worldwide, "The brief was to come up with a library of elements, carrying the MTN payoff line "We Can't Wait. Let's go 2010". We created a variety of soccer related elements that would unfold around this payoff line and build a sense of energy and anticipation around the upcoming Confederations Cup and 2010 World Cup."
"Stylistically we wanted to create a variety of contemporary styles through the use of multimedia elements such as illustration, photography and vector work to create a distinctly African vibe. Further, specific iconic African elements such as the Vuvuzela, while the style was African fun, loud, bold and fresh in order to stand out from the other sponsors," concludes Smythe.
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