What unites the Nedbank people is the appreciation and optimising of opportunity. These people have a wide array of interests and passions and that includes soccer and more specifically, The Nedbank Cup. The brief was to combine the Ke Yona cup to the Nedbank experience, and to get people actively involved. To make them feel a part of a tribe and to recognise the opportunity to build a successful future. So why not meet these individuals where they want to be and give them access to tools that will help them create the type of life that they desire. Concept of campaign through to digital strategy was executed.