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Global Citizen:Mandela 100 Festival
2 December 2018
FNB Stadium, Johannesburg

Global Citizen


Global Citizen is a movement of engaged citizens who are using their collective voice to end extreme poverty by 2030. We were tasked with creating the largest music festival in Africa to date. The theme, celebrating Nelson Mandela's centenary.

Objectives and Strategy

In hosting both local and international artists we would help Global Citizen in raising awareness of multiple, pressing societal issues including poverty, health and education. The idea is that Global Citizens take action on these issues and earn rewards for their actions. In this case tickets to the festival. Fans acquired tickets through a point system that would quantify acts of civic engagement.

Incentivising this action, there'd be big-name drawcards like Beyoncé, Jay-Z, Cassper Nyovest, D'Banj, Ed Sheeran, Eddie Vedder, Femi Kuti, Pharrell Williams and Chris Martin, Sho Madjozi, Tiwa Savage, Usher, Wizkid, celebrities and dignitaries from around the globe.

Our objective was to create a world-class festival that ran like a well-oiled machine; to facilitate an enormous crew, artists, celebrities, dignitaries and thousands of attendees. Our strategic approach was to work with the best team of local suppliers in conjunction with international crews to achieve success.

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