Working for big brands allow you to create experiences that mere mortals can only dream of and even if you had the means, they’re probably not accessible.

Carling Black Label’s ‘Be the Coach’ campaign done by Ogilvy South Africa is one of those.

To take the fans’ excitement to new heights they created a platform to outsource the coach decisions, like which players to include in a match, which changes to make, etc. All through an integrated campaign and a robust mobile application that put the tough job of being a coach in the hands of virtually anyone and everyone.

The campaign got a Silver Lion in the inaugural Mobile category early this year.

Regional Executive Creative Director, Geometry Global Asia Pacific