This AV was a part of a ‘turnaround’ internal campaign we created for Telkom. Telkom was in trouble; hard decisions have to be taken, which meant the entire staff would feel some pain. Problem was that everyone at Telkom has heard this story before. This is why we needed to create some powerful and highly emotional communication. The following was sent to staff members’ smart phones. And it had the highest recoded viewing figures ever for Telkom.