Strategy Insight Creative

// Vodafone #Firsts – My #First Laughter Mob

Global advertising agency AKQA required a new partner to produce stand-out branded documentary films as part of their client’s Vodafone’s #Firsts series. The theme of the series is empowerment – enabling people to do things for the first time and share their stories with the world.

Chosen by a public vote in South Africa, Sue Jameson, a joy activist and laughter coach, wanted to complete her #First Laughter Mob and spread joy throughout the city of Johannesburg.

Read the full story here.


Our involvement in the production process began by completing feasibility studies on hundreds of #Firsts applications sent in to Vodafone, and then narrowing down the search to 7 finalists. Sue’s #First Laughter Mob beat off competition from all over South Africa and, once announced, we entered pre-production to bring this ambitious dream into reality.

With the winner chosen, it was then down to us to liaise with Sue and plan out her dream event, balancing her vision with the feasibility of what could be achieved, and what would make the best film for Vodafone.

After an intense event planning and strategy stage, we travelled to South Africa to spend time filming the back story with Sue, meeting her friends and covering the organisation of the march. Sue was clearly loved by everyone and we were able to capture her interacting and laughing with all sorts of people on her mission to turn ‘Jo’burg’ into Joyburg, the city of joy. The march itself was a huge success – and an overwhelming personal achievement for Sue.


AKQA, their client Vodafone (and local markets) and Sue were overwhelmed with the final film and now it sits proudly amongst the other incredible stories in the series.

Get in touch

If you would like to discuss intelligent branded content, please get in touch with Ollie Machin, our business development manager, on 020 7831 6060.

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Clients Include

"RAW partnered with us to deliver two branded documentaries for our client Vodafone as part of a prime global series. The projects they took on were highly ambitious but they managed to produce fantastic results. Their project management, client care and final execution exceeded expectation."

Quiche Campbell
AKQA / Vodafone