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Blacksmith Collective's Triumph in the Castle Lager Africa 5's Campaign

We are thrilled to showcase our work on the Castle Lager Africa 5's campaign, a landmark five-a-side football tournament that celebrated sport and camaraderie across African nations. In collaboration with football legend Samuel Eto'o, our expertise in community storytelling and visual content creation shone through.

Castle Lager Africa 5's


Six African countries – Lesotho, South Africa, Swaziland, Tanzania, Zambia, and Zimbabwe – coming together in a celebration of football, friendship, and shared passion. That's the essence of the Castle Africa 5s. It's not just a tournament; it's a movement uniting people across borders.


The campaign was lead by none other than Samuel Eto'o, a name synonymous with global football excellence. His presence brought an unmatched level of excitement and gravitas to the event. Under his watchful eye, teams from different countries battled it out on the pitch, each guided by their own football hero: Lehlohonolo Seema from Lesotho, Zimbabwe's Tinashe Nengomasha, Christopher Katongo of Zambia, Siza Dlamini from Swaziland, Tanzania's Ivo Mapunda, and South Africa's Matthew Booth. These legends served not just as mentors but as beacons of inspiration, showing what can be achieved through teamwork and dedication.

We created over 500 unique content pieces, each one capturing the essence of the tournament.


Our task at Blacksmith Creative Collective was exhilarating. We created over 500 unique content pieces, each one capturing the essence of the tournament. From TV commercials to social media blitzes, our work painted a vibrant picture of the tournament's high-energy and high-stakes nature. We transported viewers right to the heart of the action, where every pass, goal, and cheer was felt in vivid detail.




The tournament spanned across 10 countries, each with its unique football culture and style, providing a rich tapestry for us to weave our storytelling. The culmination of the campaign was nothing short of spectacular: the winning team, along with their fans, won an unforgettable experience – a journey to witness the famed El Clasico with Samuel Eto'o at the iconic Nou Camp in Barcelona.

Castle Lager Africa 5's

This project was a symphony of collaboration, involving partners like Darling, The First Order, MatteBlack, and EXP Agency. Together, we didn't just organise a football tournament; we created a platform where friendships were forged, talents were showcased, and unforgettable memories were made, all under the unifying banner of Castle Lager.


In essence, the Castle Lager Africa 5's campaign was more than just a sporting event. It was a celebration of the unifying power of football, a testament to the passion and spirit of the African continent, and a showcase of Blacksmith Creative Collective's ability to turn a sports campaign into a compelling narrative that resonates with audiences far and wide.


Blacksmith Collective, a decentralised global production house made up of the world's top creators across over 500 creatives. Through our various branches - Blacksmith Creative, Blacksmith Culture, and Blacksmith Gallery - we offer end-to-end content creation, distribution, insights and creative services to iconic brands worldwide.

Blacksmith Creative Collective provides full content production services to clients. Blacksmith Culture Collective is our insights-driven platform that aims to elevate creativity and create impactful opportunities for brands and creatives through publishing and distribution of editorial and creative content. Blacksmith Gallery is an exclusive members-only creative marketplace.

Our collective has the capabilities and reach to help brands develop captivating stories and experiences wherever they seek to make an impression. Get in touch to see how we can bring your vision to life.


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