We handled media for a national moment. We led the documentary’s pre-screening and press tour, securing strong coverage from more than 20 media houses.
Documentary Pre-Screening & Media Tour
Ahead of the documentary release, the objective was to build awareness and shape the public narrative before the official screening date.
The challenge
The film centred on Siya Kolisi’s return to Zwide – a story rooted in community, resilience, and national pride. The task was to ensure media coverage reflected that emotional core, while driving anticipation for the documentary across broadcast, print, online, and social platforms.
Our role
We led media strategy for the pre-screening and national media tour – coordinating press attendance in Gqeberha and Johannesburg, shaping the narrative framework, and managing on-the-ground engagement.
The approach
We structured the campaign around controlled access and consistent storytelling:
- Invited key national and regional media to attend the Zwide pre-screening and community tour
- Developed a narrative-driven release positioning the documentary around “going home” and hope
- Facilitated one-on-one interviews and community-led storytelling moments
- Integrated broadcast, print, online, and social coverage to extend the story beyond the screening
Media were immersed in the hometown experience – allowing coverage to reflect authentic voices from the community alongside Siya’s personal journey.
The impact
Coverage spanned TV, print, online and social platforms, with strong positive and neutral sentiment.
Broadcast interviews on SABC and Newzroom Africa reached substantial viewership, while online publications consistently reinforced the township-to-global narrative.
Social conversations trended positively during the pre-screening window, with X (formerly known as Twitter) driving momentum and reinforcing the documentary’s themes of hope and possibility.
The campaign delivered an advertising value equivalent of approximately R3.2 million in media exposure.
By anchoring the launch in the community and controlling the narrative early, the campaign positioned the documentary as more than a sports story – it became a story about legacy and home.
Documentary Pre-Screening & Media Tour
Ahead of the documentary release, the objective was to build awareness and shape the public narrative before the official screening date.
The challenge
The film centred on Siya Kolisi’s return to Zwide – a story rooted in community, resilience, and national pride. The task was to ensure media coverage reflected that emotional core, while driving anticipation for the documentary across broadcast, print, online, and social platforms.
Our role
We led media strategy for the pre-screening and national media tour – coordinating press attendance in Gqeberha and Johannesburg, shaping the narrative framework, and managing on-the-ground engagement.
The approach
We structured the campaign around controlled access and consistent storytelling:
- Invited key national and regional media to attend the Zwide pre-screening and community tour
- Developed a narrative-driven release positioning the documentary around “going home” and hope
- Facilitated one-on-one interviews and community-led storytelling moments
- Integrated broadcast, print, online, and social coverage to extend the story beyond the screening
Media were immersed in the hometown experience – allowing coverage to reflect authentic voices from the community alongside Siya’s personal journey.
The impact
Coverage spanned TV, print, online and social platforms, with strong positive and neutral sentiment.
Broadcast interviews on SABC and Newzroom Africa reached substantial viewership, while online publications consistently reinforced the township-to-global narrative.
Social conversations trended positively during the pre-screening window, with X (formerly known as Twitter) driving momentum and reinforcing the documentary’s themes of hope and possibility.
The campaign delivered an advertising value equivalent of approximately R3.2 million in media exposure.
By anchoring the launch in the community and controlling the narrative early, the campaign positioned the documentary as more than a sports story – it became a story about legacy and home.
