A national collaboration built around a simple question: What’s your New Dawn?

At its core was an aspirational hero film exploring what a R20 000 win could mean

across different lives — anchoring a campaign designed to drive participation at scale.

 

The narrative extended into a cohesive digital ecosystem: homepage integrations, campaign landing experiences,

product-led content, paid YouTube placements, social cutdowns, and conversion-focused executions across platforms.

From concept and co-direction through to post-production and digital rollout, the campaign demonstrated a fully

integrated approach to storytelling, mechanics, and performance.