This creative was a inspired by the art of the game, thus the painting style effect on the excecution. The Big Idea overrall was created based on a key phrase that Kenyans use on a daily basis "KU" and this stands for "To". We then made our campaign based on this and created words that define the game but all added "Ku" to emphasise the action. The whole campaign was then driven by the notion "It's time to..." thus the whole idea of "Masaa Ya Ku-..." Which is a translation into the local language Kiswahili.
The final campaign that rolled out had a small change by client to having the images not painted and more real. We also added a hyphen in between the "Ku and Action" so as to bring out the pause.
