In January 2008, Ghana hosted the Africa Cup of Nations, sponsored by cellular communications company Tigo’s biggest competitor, MTN. The challenge for ad agency Creative Eye (Ghana, Africa) was to cut through the restrictions of game sponsorship—use of the event name, showing the national team and players—and get the fiercely patriotic Ghanaian public to identify with Tigo. In addition to print advertising, the campaign included painting the walls of underpasses as goal posts and installing branded football flag posts on street corners.