Africa's first live
sports streaming launch —
across multiple territories
Nobody had done it before. Showmax Pro was the first live sports streaming platform on the continent — and its launch needed to announce a genuine game changer. We found our insight in that idea: showcase locally relevant game changers, led by the greatest of them all. We brought Muhammad Ali back to life through CGI, anchoring the campaign in his most famous speech. Our line: 'Some change the game. We change the way you watch it.'
The campaign launched with a teaser — 'Something's about to hit the fan' — that built anticipation before the Ali reveal. When the full film dropped, it connected the spirit of a sporting icon to the arrival of something genuinely new: live sport, streaming, across multiple African markets simultaneously.
The work had to feel locally resonant in each territory while holding together as a single, powerful idea. Getting that balance right — pan-African in ambition, specific enough to land — is what drove the results.
The campaign drove sign-ups 62% above benchmark while reducing cost per acquisition by 46% — and went on to win the Promax Grand Prix, a Ciclope Gold, and a Loerie Craft award.
Executive Creative Director. Led creative strategy, campaign architecture, and execution across territories from brief through to final delivery.