Map1mp1
Mike Sharman / Morningside + Ben Karpinski / Morningside + Bongani Morgan / Morningside + DarrenKerr / Johannesburg
Client / Brand
Ryobi
Entry Title
Map1mp1
Description (View/Hide)
Ryobi considers itself 'People and Power Tools That Won't Quit'.
One Rugby World Cup-winning Springbok epitomises this value proposition. A 60s TV commercial was never going to do Makazole Mapimpi's story justice, so we produced a 70 minute, feature length documentary, secured R3.5m worth of airtime from SuperSport and Showmax, reached 48m South Africans - with our story of hope from the most hopeless situation - and generated more than R50m worth of earned media with our Ryobi x Map1mp1 execution.
'The future will be documentary-style content - and brands need to adapt' - The Drum.
This was Ryobi's most successful campaign ever, and its financial results mirrored these metrics; this resulted in the brand's best FY, ever.
One Rugby World Cup-winning Springbok epitomises this value proposition. A 60s TV commercial was never going to do Makazole Mapimpi's story justice, so we produced a 70 minute, feature length documentary, secured R3.5m worth of airtime from SuperSport and Showmax, reached 48m South Africans - with our story of hope from the most hopeless situation - and generated more than R50m worth of earned media with our Ryobi x Map1mp1 execution.
'The future will be documentary-style content - and brands need to adapt' - The Drum.
This was Ryobi's most successful campaign ever, and its financial results mirrored these metrics; this resulted in the brand's best FY, ever.
Entered In
Mike Sharman / Morningside + Ben Karpinski / Morningside + Bongani Morgan / Morningside + DarrenKerr / Johannesburg
Client / Brand
Ryobi
Entry Title
Map1mp1
Description (View/Hide)
Ryobi considers itself 'People and Power Tools That Won't Quit'.
One Rugby World Cup-winning Springbok epitomises this value proposition. A 60s TV commercial was never going to do Makazole Mapimpi's story justice, so we produced a 70 minute, feature length documentary, secured R3.5m worth of airtime from SuperSport and Showmax, reached 48m South Africans - with our story of hope from the most hopeless situation - and generated more than R50m worth of earned media with our Ryobi x Map1mp1 execution.
'The future will be documentary-style content - and brands need to adapt' - The Drum.
This was Ryobi's most successful campaign ever, and its financial results mirrored these metrics; this resulted in the brand's best FY, ever.
One Rugby World Cup-winning Springbok epitomises this value proposition. A 60s TV commercial was never going to do Makazole Mapimpi's story justice, so we produced a 70 minute, feature length documentary, secured R3.5m worth of airtime from SuperSport and Showmax, reached 48m South Africans - with our story of hope from the most hopeless situation - and generated more than R50m worth of earned media with our Ryobi x Map1mp1 execution.
'The future will be documentary-style content - and brands need to adapt' - The Drum.
This was Ryobi's most successful campaign ever, and its financial results mirrored these metrics; this resulted in the brand's best FY, ever.
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