Upturning expectations in the unfriendliest city in the world


This global social media campaign challenged the public to submit their dream #Firsts to Vodafone – who wanted to encourage and empower people to do things for the first time and share their stories with the world. We partnered with global advertising agency, AKQA, to produce a stand-out branded documentary series.

We considered hundreds of inventive submissions – from the mundane to the insane – to choose our favourite finalists for public vote across social media.

One of the winners was Sue Jameson, a joy activist and laughter coach in South Africa, who dreamed of spreading joy throughout Johannesburg with the #First ever Laughter Mob.

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