Campaign
Tusker — #TuskerNaRugby Sponsorship
- Client
- Tusker / KBL / Dentsu Kenya
- Year
- 2025
Challenge
How could Tusker move its rugby sponsorship from a functional activation into an emotional symbol of national pride and unity?
Approach
A creative evolution spotlighting local rugby talent through culturally-infused design and storytelling — including the 2024–26 season rugby kit — forging an emotional bond rather than a transactional one.
Outcome
Increased engagement and buying intent, and recognition as both the strongest and fastest-growing brand in Kenya in 2025.