Implementing a campaign that launches innovation in a business is not an easy task. Ignoring clichéd ideas and default symbols of lightbulbs and post-its makes this campaign truly original. MultiChoice’s Innovation campaign was launched as part of an online system that encourages crowd-sourcing, knowledge-sharing and team work. The concept, “Alone Sucks” was built around the idea that some things you simply do not want to do alone. Watching a soccer match, rowing on a lake, a birthday party, a class photograph and playing alone in a playground, were all scenarios we developed to emphasise the fact that “alone sucks!”. A fun and quirky campaign that sold the message that everyone should join an innovation team or party, because doing it alone, sucks.