The brand campaign, developed in partnershipwith integrated creative agency M+C Saatchi Abel, which is part of Africa’slargest independently owned group of creative companies The Up&Up Group –celebrates the unique South African spirit, where hard work meets heartfeltjoy. The campaign encourages families, youth, small businesses and all SouthAfricans to prioritise fun, connection, and unforgettable moments – all poweredby MTN's seamless connectivity. It’s a bold clarion call: Do not disturb theseason!
“In our country the daily grind is more thansurvival, it is ambition in motion. MTN recognises that December isn’t just aholiday but a special time to recharge and connect. South Africans rise early,push late, and keep moving forward. Our ‘Do not disturb the season’ campaignencourages everyone to connect with who and what they love most,” says MTN SA’sGeneral Manager: Brand & Marketing Robyn Lewis. “The campaign is designedto reinforce brand love and strengthen MTN’s brand equity.”
Lubabalo Mtati and Bella Evans, creativeleads, say the campaign leverages nostalgic cues to inspire more play, deeperconnections with loved ones, and the freedom for people to do what they love.“What sets the do not disturb the season campaign apart is its emotive,brand-led approach. It blends nostalgia with modern connectivity to createrelevance in every summer moment.”
At its core, the campaign targets all SouthAfricans through the deployment of various touchpoints, including lifestylefestivals and inserts MTN deep into South Africans’ summer memories, reflectsMathabo Diale, M+C Saatchi Abel Managing Partner: MTN South Africa.
M+C Saatchi Abel MD Masego Motsogi says:“Across our group, we believe that creativity elevates everything. And so, bytapping into the insight that December is a great recharge for a country thathustles year-long, we were able to develop a brand-led campaign that serves asa platform to drive demand in key audiences for MTN’s summer offers.”
Campaign Credits:
General Manager:Brand and Marketing RobynLewis
Senior Manager -Brand & Marketing Strategy ThandoMadolo
Manager: Brand Architecture andGovernance Banele Sibunzi
Senior Manager:Marketing & Design Ryno Dekker
Executive CreativeDirector LubabaloMtati
Executive CreativeDirector BellaEvans
Digital ExecutiveCreative Director RoryMcRobert
Creative Director SimonFabricius
Copy Writer HatsuMphatsoe
Art Director LesediRadebe
Managing Partner MathaboDiale
Business UnitDirector LuthoMgadle
Digital BusinessDirector GontseChipane
Digital ArtDirector KelegileLekwape
Strategy Director LebogangKodisang
Head of Broadcast TsholofeloMüller
Managing Director MasegoMotsogi
