South African youth are at risk of taking their freedom, the freedom Mandela fought so hard to obtain, for granted. Our brief was to create Youtube content for The Nelson Mandela Foundation that would make his story and legacy relevant to under-30s. The film links to a site where viewers can add their name to a petition. On the anniversary of Mandela’s death, we plan to hand a request to Lego for the creation of an official ‘Madiba: Freedom Fighter set.’

Mandela’s legacy will only stay alive for as long as it is talked about, recounted and shared. We needed to tell the story in a way that would resonate with the youth. We took our inspiration from YouTube’s thriving Lego craze. We used the original recording Mandela's speech at the Rivonia Treason Trial (1964) to lend gravitas to the film.

But video was a means to a bigger end. It linked to a site where viewers could add their name to a petition. On the anniversary of Mandela’s death, we plan to hand a request to Lego for the creation of an official ‘Madiba: Freedom Fighter set.’

Within 48 hrs of launch the campaign was shared in over 53 countries, viewed 23 000 times on Youtube, generating over R3.5m in earned media with no ad spend.