The brand campaign, developed in partnership with integrated creative agency M+C Saatchi Abel, which is part of Africa’s largest independently owned group of creative companies The Up&Up Group – celebrates the unique South African spirit, where hard work meets heartfelt joy. The campaign encourages families, youth, small businesses and all SouthAfricans to prioritise fun, connection, and unforgettable moments – all powered by MTN's seamless connectivity. It’s a bold clarion call: Do not disturb the season!
“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, creative leads, say the campaign leverages nostalgic cues to inspire more play, deeper connections 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 create relevance in every summer moment.”
At its core, the campaign targets all SouthAfricans through the deployment of various touch points, including lifestyle festivals and inserts MTN deep into South Africans’ summer memories, reflects Mathabo 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, by tapping into the insight that December is a great recharge for a country that hustles 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 | Robyn Lewis
Senior Manager: Brand & Marketing Strategy | Thando Madolo
Manager: Brand Architecture and Governance | Banele Sibunzi
Senior Manager: Marketing & Design | Ryno Dekker
Managing Director | Masego Motsogi
Executive Creative Director | Lubabalo Mtati
Executive Creative Director | Bella Evans
Digital Executive Creative Director | Rory McRobert
Creative Director | Simon Fabricius
Copy Writer | Hatsu Mphatsoe
Art Director | Lesedi Radebe
Managing Partner | Mathabo Diale
Business Unit Director | Lutho Mgadle
Digital Business Director | Gontse Chipane
Digital Art Director | Kelegile Lekwape
Strategy Director | Lebogang Kodisang
Head of Broadcast | Tsholofelo Müller
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