The Challenge: To galvanise the country as the Springboks defended their World Cup title, MTN (Africa's biggest Telco and sponsors of the Springboks) called on the power of Gwijo: Traditional Xhosa music deeply imbedded in local culture, that connects all who sing it. Our gwijo, Thina Siyazalana, is about togetherness and our defiant spirit, emphasising that we're all brothers and sisters. I's a soul-stirring anthem that transcends race and language. Because we knew it would take all our voices to rally the Springboks. All 60 million of us. But even with 11 official languages, there are still 4 million South Africans who express themselves in another way - in SA's newly added 12 official language... Sign Language. The Answer: Conceptualised with TBWA, and through partnership with St Vincent School for the Deaf to translate and perform the gwijo, we launched the campaign during Deaf Awareness Month. Culminating in a live halftime performance from the Silent Choir during an international game, just before the Boks left for France. They created a rousing rendition and sent a message of support that was seen and heard across the nation. In a campaign that found a way to give everyone a voice, and show how every one of them counts. Backing the Boks in our 12th official language, and helping inspire them to make rugby history. Lifting the trophy, and our nation.