South Africa, Aug. 22 -- M&C Saatchi Abel provided the creative platform, and Moonsport's role was to turn the concept into authentic cultural narratives, spotlighting the voices, style, and passion of South African football fans. Moonsport created a fan engagement campaign focused on unearthing the voices behind the team through a storytelling content piece aimed to attract socialites closer to the game through combining culture, fashion, music, and dance. Working with storytelling director Saana Mothabisa, we created a series of content that focused on unique angles of each team, creating a cultural profile around each community through the eyes of a soccer fan.

"This tournament is nothing without the fans who have supported it passion...