AUG 2 – Safaricom’s sponsorship of Team Kenya at the 2024 Paris Olympics reflects a deep-rooted belief in the power of dreams. And its unwavering commitment to helping Kenyans shine on, and off the world stage.
The 3VR advertising agency in Nairobi, were tasked with bringing the campaign to life.
Although Safaricom is a sponsor of Team Kenya and has as its headline ambassador; 1500m world record holder – Faith Kipyegon, the task was to acknowledge the everyday Kenyan champions too.
Because everybody has an important part to play – Faith’s husband who needs to help run the household, the farmers of Kaptagat who provide the fresh produce, the chefs who prepare the nutritional meals, the laundry ladies who keep the athletes looking podium ready and the boy who delivers fresh milk every day.
The television commercial, shot in Kaptagat, starts with archival footage of triumphant Kenyan champions.
Over the opening visuals, the narrator states how the world sees us – “Kenya, the land of champions.” Faith interjects and reminds us that, “… there are no shortcuts.”
The ad then jumps from one everyday Kenyan champion to the next, including a young girl with a board of support to the man who sits on a board.
The climactic end to the film shows Faith Kipyegon surrounded by athletes of Team Kenya and the people of Eldoret.
The soundtrack too gets bigger and ends with the now familiar lyrics, “Keep on shining”, from the hugely popular track – Shine.
“It’s no fluke that we’ve used the ‘Shine’ song, albeit an anthemic version, in this campaign. We believe it has longevity and we intend collaborating with various Kenyan artists to create many genres of this popular song. The song itself will continue to shine”, beams 3VR Creative Director – Eric Muriithi.
“By supporting Team Kenya, we aim to extend the spirit of connection and accomplishment to the global arena. We want every Kenyan to see themselves in our athletes’ journeys, to feel the pride and inspiration that comes from watching our champions conquer the world stage. The catchphrases of ‘Sisi wote ni mabinwa’ and ‘Sisi wote ni Team Kenya’ celebrates all Kenyans. Safaricom aren’t just supporting athletes; they are celebrating the spirit of a nation that never stops striving for excellence”, adds 3Verse Chief Strategic Officer – Kay Orlandi.
The campaign will run for the duration of the Olympics with billboards that remind Kenyans to ‘Shine’. It features our champion Faith, but the message is further extended online, introducing even more everyday Kenyan champions. And to reward Kenyans for the champions they are – a consumer promotion gives everyone a chance at winning. Go Kenya!
