Mscsports strikes Gold for Innovation at the 2026 Prism Awards

The campaign secured Gold in the Event Management category as well as a Silver in the Technology category, highlighting its innovative approach to brand experiences and technology-led public relations.

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 Gold award recognises the planning and delivery of a successful event within a broader public relations campaign, while the Silver award acknowledges outstanding public relations work in the technology industry. Together, the accolades recognise the campaign’s ability to combine experiential storytelling with emerging technology to create a distinctive brand experience.

“Winning Gold and Silver at the Prism Awards is a significant achievement for our team and our partners at Telkom. Possibility in Play demonstrates how innovation can move beyond technology for technology’s sake, creating experiences that invite people to participate, connect and become part of the story,” says Rob Garden, creative and communications director at Mscsports.

The latest wins add to Possibility in Play’s growing list of industry accolades, reflecting its impact across multiple marketing and communications disciplines, from creative excellence and customer experience to digital innovation and campaign effectiveness.

At the 2026 WesBank New Generation Awards, the campaign secured a Black Onyx for Best Customer Experience Campaign of the Year and Gold for Best Use of AI in Marketing Campaign by an Agency. It has also earned recognition at the Loeries, Bookmark Awards, Effie Awards, and MMA Smarties Awards, with further recognition anticipated at the upcoming Assegai Awards. This breadth of recognition highlights the campaign’s ability to combine creativity, technology and strategic execution to deliver an engaging brand experience.

For Mscsports and Telkom, Possibility in Play demonstrates how the thoughtful application of technology, combined with creativity and a focus on human connection, can transform brand engagement into an experience that resonates with audiences and delivers meaningful impact.

For more information, contact MSC Sports or visit mscsports.co.za.