Art director, co-copywriter, creative director
Lebara Mobile, UK & Europe
Advertising, mobile, telecoms, integrated, TV
Brief: link Lebara Mobile with the excitement of the FIFA African Cup of Nations tournament in the hearts of African ex-pats living in Europe.
Idea: Bring the colour and sound of Africa to a cold, dreary Europe (the tournament was in January). Film the making of a musical mnemonic with a goal-full of drums from all over the continent.
Execution: 1x30" and 6x10" commercials that ran across Eurosport’s coverage of the tournament (7 countries, 5 languages). “Bang the Drum” Facebook app allowed fans to make their own beats and download them as ringtones. POS incentives included an album of emerging African dance artists that was given away with Lebara’s SIM cards.
Director: Ron Scalpello at Rogue Films.