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Yoco - Year of the Underdog

Brand campaign

The odds always seem to be stacked against the underdogs. But it feels like a law of life that when underdogs trust their intuition and take brave steps, they find a way forward. Mbali used to be in the South African army. Unhappy with how life was going, she resigned, handed in her uniform, cashed out her pension and started a business. A few years later, that business has grown into one of South Africa's most loved homegrown cosmetic brands.

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