VODACOM: SUPER RUGBY

Tackling Cancer & Flattening the COVID-19 Curve.

There are few concepts as evocative as heroism. Vodacom’s Super Rugby competition was experiencing a dwindling fanbase and a format that had become complicated and stale. Fixer was tasked to develop a strategy and campaign that would enable the competition to access a new and younger audience, ensuring the brand’s longevity.

With that in mind, we worked with Marvel and the Childhood Cancer Foundation South Africa to animate star players, transforming them into heroes like Thor, Spiderman and Black Panther. In addition, we kicked off a social media campaign that promoted Super Rugby’s #TACKLINGCANCER fundraising drive, raising over R1 Million for the Child Cancer Fund.

In a useful example of what an agile, experienced team can do, we were able to pivot when the pandemic hit and utilised these animated assets to spread Covid-19 awareness.