Mscsports and Telkom’s ‘possibility in play’ takes home 2 New Gen Awards

Developed for Telkom’s Classics on Turf property, Possibility in Play explored how technology and creativity could work together to deepen human connection. The experience used AI-powered audience participation to transform guests’ emotions and interactions into an original orchestral composition, performed live as part of the experience.

The recognition comes after the campaign was shortlisted across six categories at this year’s New Gen Awards, highlighting the breadth of the work across customer experience, technology, digital and AI-led innovation.

At Telkom, we believe innovation is at its most powerful when it creates experiences that bring people closer together. Possibility in Play allowed us to explore that belief in a truly engaging way, using technology and creativity to turn audience participation into something unexpected, personal and memorable,” says Gugu Mthembu, chief marketing officer at Telkom.

For Mscsports, the awards reflect an approach that places people and meaningful experiences at the centre of innovation.

The latest wins add to an already strong awards journey for Possibility in Play, following recognition at other prestigious industry awards, including the MMA Smarties Awards, the Effie Awards, Loeries and the Bookmark Awards.

For Mscsports and Telkom, the campaign demonstrates that innovation is most powerful when technology is used not simply to create something new, but to create something people can experience, participate in and remember.

Carrie Delaney, managing director at Mscsports adds: “Winning these two New Gen Awards is a proud moment for our team and our partners at Telkom, but more importantly, it validates what is possible when creativity, technology and meaningful human connection come together.”

For more information, contact Mscsports or visit mscsports.co.za.