Burna Boy and Cheslin Kolbe’s ‘For Everybody’ Campaign Wins 15 Awards at the 2026 w3 Awards

The award-winning Sporty Group production takes home Gold for Creator / Brand Collaboration and 14 Silver Awards, celebrating African talent, sport and culture on the global stage.

A campaign bringing together African music, international sport and cinematic storytelling has earned major international recognition, with Sporty Group’s For Everybody film, featuring Nigerian global music superstar Burna Boy and South African rugby champion Cheslin Kolbe, winning 15 awards at the 2026 w3 Awards.

Directed by acclaimed music video director Dave Meyers, the campaign secured the Gold Award in the Creator / Brand Collaboration category, alongside 14 Silver Awards across several creative and digital disciplines. The recognition highlights the growing global influence of African talent and the power of collaborations that connect music, sport and entertainment.

Produced by Sporty Studios in partnership with RadicalMedia, For Everybody was released in January 2026 as a celebration of the talent, energy and ambition of Africa and its place on the international stage.

The campaign brings together a celebrated lineup of sporting personalities and Burna Boy, whose global music career and distinctive sound have helped take African music to audiences worldwide. Through an ambitious visual production, the film seeks to capture the shared spirit of achievement, cultural pride and collective ambition that connects audiences across borders.

A powerful celebration of African talent and sporting excellence

One of the campaign’s defining strengths is its diverse cast of sporting icons, representing different generations and disciplines while showcasing the depth of talent emerging from Africa and its influence on global sport.

The film features Spanish international footballer and FIFA World Cup 2026 winner Nico Williams, French international and Real Madrid midfielder Eduardo Camavinga, Ghanaian football legend and former Chelsea star Michael Essien, and Nigerian international and Africa Cup of Nations winner Kenneth Omeruo.

Also featured are six-time African Women’s Footballer of the Year and two-time UEFA Women’s Champions League winner Asisat Oshoala, former Tottenham Hotspur midfielder and Kenyan national team captain Victor Wanyama, and South African rugby superstar Cheslin Kolbe, a two-time Rugby World Cup winner.

By bringing together these prominent personalities, the campaign creates a meeting point between music, football, rugby and African cultural identity. The result is a production designed to resonate with audiences beyond traditional sporting and entertainment boundaries.

Dave Meyers brings cinematic vision to the campaign

The involvement of Dave Meyers, a globally recognised music video director, adds another dimension to the production. Known for his work in music videos and visual storytelling, Meyers directed the film with an international production team working across multiple locations to bring the creative vision to life.

The scale of the production reflects Sporty Group’s ambition to develop content that moves beyond conventional advertising, using entertainment and sporting personalities to tell stories that connect with audiences emotionally and culturally.

For Burna Boy, whose international success has helped strengthen the visibility of African music worldwide, the campaign provides another platform through which African creativity can be presented as part of a broader global conversation.

Kolbe’s involvement also reinforces the connection between sporting excellence and cultural representation, bringing one of South Africa’s most celebrated rugby figures into a production that places African achievement at its centre.

Sporty Group’s creative vision earns international recognition

The 2026 w3 Awards recognised the campaign across 15 categories, acknowledging its creative execution, storytelling and integration of talent and brand messaging.

In addition to the Gold Award for Creator / Brand Collaboration, the production received 14 Silver Awards in categories including Music Video, Best Use of Cinematography, Brand Storytelling, Branded Content, and Sports and Entertainment.

The w3 Awards celebrate excellence in digital creativity and online content, recognising work produced by agencies, brands, creators and organisations across the industry. Entries are judged by an international panel of industry professionals, with organisations represented among the judging community including Netflix, the Smithsonian and Apple.

The campaign’s Gold recognition is particularly significant because the category celebrates partnerships that demonstrate authentic creator integration and measurable audience impact. Rather than simply placing talent within a branded production, the campaign aimed to bring the personalities, their identities and the intended audience together through a shared creative vision.

A new approach to brand partnerships

Commenting on the achievement, Elias Gallego, Vice President of Media, Marketing and Business Development at Sporty Group, said the recognition was a proud moment for the organisation.

“When we released For Everybody, we wanted to create something that reflected who we are as a Group and what we believe in. The most powerful brand partnerships go beyond advertising to become part of a cultural moment, so seeing the campaign recognised across disciplines, from storytelling and cinematography to music and sport, makes us incredibly proud of what we’ve built together,” Gallego said.

His remarks underline the growing importance of brand collaborations that offer audiences more than product messaging. By combining music, sport, celebrity and cinematic production, For Everybody demonstrates how brands can participate in cultural conversations while building stronger connections with their audiences.

For the wider African creative industry, campaigns of this scale also highlight opportunities for local talent to participate in international productions and contribute to narratives that reflect the continent’s diversity, ambition and cultural influence.

The global impact of African culture

The success of For Everybody arrives at a time when African music, sport, fashion and entertainment continue to attract growing international attention. From the global reach of Afrobeats to the achievements of African athletes in major international competitions, the continent’s creative and sporting industries are increasingly shaping conversations around identity, excellence and representation.

The campaign’s recognition at the w3 Awards reinforces the value of bringing these worlds together in a single creative project. Its combination of Burna Boy’s musical influence, Kolbe’s sporting achievements and the presence of internationally recognised football stars positions the film as a celebration of talent that transcends national boundaries.

For Sporty Group and its production partners, the 15 awards represent recognition of a creative approach that places storytelling and cultural connection at the heart of brand collaboration.follow more on @sabuzzmedia for more news