From Small Steps To Giant Feats


And it has indeed been a giant endeavor.

We began our strategic and creative journey back in 2019 when we could see each other’s smiles and move through the world with a semblance of ease and effortlessness.
Little did we know that in 2020 a giant curveball was about to be thrown our way, and our ‘normal’ modus operandi of doing life and business would change in unimaginable ways.
But I can’t think of two more powerful or apt words to carry in one’s head or heart to guide one through a global pandemic than ‘brave’ and ‘advice’.

And so armed with those two words; one capturing the spirit of who we are as a company, and the other, underpinning the purpose and raison d’etre for Momentum, we set out on an epic campaign journey.

Produced by the Brave Group and supported by leading world-class South African suppliers, and partner agencies, our Forces of Momentum campaign shows that when a brand and its clients combine forces, the power and momentum created by that union is a force to be reckoned with.

The campaign message is brought to life through the story of a giant who struggles to find his place in the world until a lifelong friend gives him advice on how to not just fit in – but excel. Our story culminates in the giant not only finding that his difference is his true strength but also discovering its power for good.

“The two main characters in the brand film represent the lives and the potential of all our clients, both current and future, and how with the right adviser, they can accelerate their financial goals to greater heights,” says Charlotte Ntsubuga-Mukasa, Head of Momentum Brand Marketing.

The emotive brand film is supported by visually striking and powerful outdoor, and a staff and PR campaign, in addition to a digital campaign tapping into influencers like Caron Kganyago, Thapelo Mokoena, Anele Mdoda, Alwyn Uys, Arabile Gumede, Ulrich Janse Van Vuuren, and J’Something.

“There’s the expected or the unexpected road to take – we chose the unexpected road,” said Nontokozo Madonsela, Group Chief Marketing Officer at Momentum, when describing the company’s approach to developing the campaign with Brave Group.

When you’re taking the unexpected road, it’s best to do it with a support team who’ve traversed the path less traveled before, and so we were privileged to collaborate with world-renowned South African talent Justice Mukheli on photography, Sinister Studios for the technical CGI wizardry, Director Alan Irvin of They Shoot Films, and award-winning music impresario Adam Howard for the powerful and evocative soundtrack, bringing to life the haunting words to our brand film’s theme song, “I’m just a shape without a shadow, Mr Nobody that’s me”.

“Brave Group exists to create brave brands, and we believe that being brave is not just what you say and do, but how you think,” adds Vanessa Pearson, Executive Creative Director at Brave Group. “It is a privilege to work with a client like Momentum, who not only buy into our philosophy but trust us to deliver truly impactful work, and without whose encouragement to think big and be brave, this idea would still be some scribbles in a coffee-stained notebook.

“Our message is one that is infinitely relatable, meaningful, and personable, especially during this great reset, as companies, individuals, and brands all work towards finding their place and embracing the opportunities in this brave new world,” Vanessa concludes.