To launch South Africa's 4th Mobile Operator we said '8ta' (the colloquial term for "Hello") to South Africa, starting with an unbranded Teaser Campaign, giving no clue as to who was saying hi.

An array of large scale artworks appeared across the country overnight, each one simply saying "Heita" (Hello). The only thing linking them was the predominantly black and white illustrated imagery, each with a single pink dot.

Later that same week, the greeting appeared in all of the Country's major newspapers as a series of aerial photographs, with "Heita" cryptically incorporated into some typically South African landscapes. Still there was no hint as to where these messages were coming from. 

At this stage, all previously unbranded elements recieved the brand name including OOH, Print and various TV Broadcast Elements, such as the idents below which aired during the 8 o'clock News before the Weather Report.