South African mobile brand MTN is appealing to millennials with a new branded content series of films that pays homage to urban culture from the country.
The campaign, by TBWA/Hunt/Lascaris and production company Fort, is titled "Do Bozza," which roughly translates as bringing out the best version of yourself, and stars young and gifted South Africans plucked from street culture. The first episode, seen here, starts SeeFlex, a dancer based in the townships of Cape Town (Bonteheuwel), who's on his way to becoming the next big sensation in his craft. A second film features Durban pro skateboarder Dlamini Dlamini, known for his epic trick displays. In the film, he skates around RandClub, a colonial monument in Johannesburg where most people of colour were not permitted to enter let alone skate within the Apartheid era.
Both films are stylishly directed by Amr Singh, creative partner and director at Fort. Singh says, "Within each episode, there is a distinct "Bozza Moment" -- an iconic or definitive beat that shows off what makes this person so hot on the street."
The films are running on YouTube and social media, encouraging young people to sign up for MTN's mobile data bundles, which the brand is positioning as both affordable and personalised. Each video encourages its audience to make their own "Bozza" moments with MTN's new social bundles.