As official sponsors of The Flames during AFCON 2021, FDH Bank faced a familiar challenge: the national team had a track record of inconsistent performance, and fan confidence was low. As the team’s lead sponsor, FDH wanted to go beyond logos on kits and deliver a campaign that aligned with its brand promise of progress, pride, and national unity. FDH needed to shift the energy and unite Malawians under one bold, emotionally resonant message that positioned the brand as more than a bank - as a proud, passionate supporter of the nation.