Safaricom Chapa Dimba

Safaricom Chapa Dimba is a countrywide football tournament that is that is fully sponsored by Safaricom. Targeting 16-24 year olds across Kenya, the tournament aims to provide an opportunity for young footballers at the grassroots level to capitalise on their talents and realise their dreams. Cash prizes and scolarships are awarded to winners throughout the tournament, and the best players come together as an all-star team that goes for a soccer clinic in Spain.

Safaricom's transition from telco to TechCo along with the youth oriented focus of the asset inspired a different approach to this commercial. Rather than go the usual route, a mix live action and animation was selected, and AI was used to do all the post work and create the animated virtual backgrounds in which the protagonists act out their stories.

Taking the risk of embracing new tools brought forth remarkable results. Using AI enabled the creation of a film that is captivating, effective at storytelling and forward thinking. The film lines up with the brand's tech-forward progression and speaks directly to the heart of the youth. Using AI was a first for Safaricom, for Tessera, and for Africa.

Keeping the campaign digital first, scene extensions were created as opposed to regular cutdowns, which extends storytelling and derives more value from the main asset.