The background

Tusker, Kenya’s iconic lager, has long been a symbol of belonging and national pride. As the official sponsor of Team Kenya for the 2024 Paris Games, Tusker wanted to rally a nation behind its athletes especially its Paralympians, who received only a fraction of the media spotlight. 

The insight

Paralympians were largely overlooked, gaining less than ten per cent of the global media attention afforded to the Olympics  and just one per cent in Kenya. Without coverage, the athletes felt unseen and unsupported.

The idea

We created a team kit that streamed messages of encouragement from fans in real time. A living symbol of support, inspired by Kenya’s heritage. 

The execution

Through a simple under-cap code, fans sent text messages to an app that connected to micro-LED strips stitched into the kit’s fabric. The design combines traditional Shuka cloth with modern technology, creating a unique link between athletes and their supporters. 

The result

• 4000+ messages received by paralympians

• $1.2M earned media value

• 1100% rise in brand engagement

A campaign that brought a nation closer to its heroes and gave Paralympians the spotlight they deserve.