To awaken a sleeping South African retail giant, we harnessed the long-standing sentiment that you can get whatever you want at Makro — and turned it into a national feeling we called the Makro Mood. It was more than just a campaign; it was a cultural reset. Then we got the whole country into it — through bold storytelling and a fresh new tone that reminded South Africans why Makro is the go-to for everything they need (and didn’t know they wanted).