2010 in South Africa is all about football and patriotism. It’s the year we host the FIFA World Cup and show the world what we’re made of. In light of this, being a proudly South African design and advertising agency, we decided it the perfect time for self-promotion.

In South Africa, it’s a football supporter tradition to wear makarapas to matches. A makarapa is a miner’s helmet that has been personally decorated by its wearer to represent the team they support. Inspired by this tradition, we briefed agency staff to decorate their own miner’s helmets, representing what their passion adds to the agency. We exhibited these extraordinary makarapas at South Africa’s premium annual design event, the Design Indaba Expo.

Completely different from the usual World Cup creative executions, the exhibition received media coverage both online and in newspapers. Most importantly, we successfully achieved our objective; being named both ‘Cape Town’s Agency of the Year’ and ‘South Africa’s Agency of the Decade’ at the annual local advertising awards.