Cameroon had fallen out of love with telecom provider MTN. The brand was behind in technology and had lost its sexy...until they became the first in country to launch 4G. At the time, one of Cameroon's national heroes, Samuel Eto'o, was the subject of a social phenomenon where his compatriots were joking about his near-supernatural powers - similar to Chuck Norris gags. We picked up on the hashtag #EtooPeut (#EtooCan) and created a campaign highlighting all the impossible things Eto'o can do with MTN's lightning fast 4G internet. It did more than just bring the sexy back. MTN leapfrogged competitors in both perception and customer acquisition.

Billboard

Instead of traditional radio, we composed a track to talk about all the amazing things one can do with MTN's fast 4G internet. It became so popular that DJs played it during live broadcasts and in clubs - this led to us composing an even longer 2,5 minute track.