From the breathtaking landscapes of Iceland to the vibrant community of rural Matatiele in the Eastern Cape, Maps Maponyane’s fascinating journey to uncover the significance of water has transcended storytelling and culminated in a real-world impact.
As a passionate South African entrepreneur and media personality, Maps has become an integral part of the Glenfiddich Challenger Club film series, a metaphor for the pursuit of excellence and authenticity.
In the latest film, Matatiele, a rural village, once plagued by contaminated water, now boasts a sustainable spring water system, funded and implemented by the Glenfiddich initiative. This transformative project is a testament to the power of corporate social responsibility and human connection.
The film series, which has spanned several continents and three films, began with Maps’ breathtaking expedition to Iceland, a land of untouched water and ice. In the second installment, Maps travelled to Scotland to learn about the magic of water as it relates to the Glenfiddich whisky-making process. And now, in the third installment, the concept comes full circle, returning to South Africa to focus on the village of Matatiele in the Eastern Cape which beautifully tells the story of a community that has been forever changed by Glenfiddich’s commitment.
“I’ve had the privilege of embarking on this incredible journey, from the untouched waters of Iceland and to see the impact that this campaign has had on the revitalized community of Matatiele,” says Maponyane. “It’s a testament to the power of water and the importance of having access to clean, drinkable water. I’m proud to be a part of this initiative and to have witnessed the transformation firsthand.”
Glenfiddich’s Challenger Club journey has been more than just a marketing campaign – it’s a reflection of the brand’s deeper commitment to sustainability, responsibility, and innovation. Maponyane notes, “Finding water untouched by man meant literally going to the edge of the world – an incredibly difficult trek. The irony of it all is if we keep polluting our water, finding the best quality water will in time no longer be an adventure to write about as polluted water will become a way of life – something I truly believe no South African should have to experience.”
To celebrate the culmination of this remarkable campaign, Glenfiddich invites viewers to join them in recognising the value of water in their daily lives. “For those who enjoy Glenfiddich, each sip now carries a story of purity, excellence, and transformation – connecting the untouched waters of Iceland to the transformed community of Matatiele,” says Lifa Bakana, Senior Brand Manager at Edward Snell & Co.
Bakana adds that through The Challengers Club, Glenfiddich has committed to providing four springs to the village of Matatiele. “This film celebrates the first of four springs that we will be building in the coming months.”
“The four springs once complete will bring water for life to over two and half thousand people from Cibini, Mahangu, Gobizembe and Magasela with an average cost of R178 per person*,” he adds. “In addition, the project employed 20 local people who were provided with skills training to implement.”
Watch it here and join Glenfiddich in raising a glass to the purity of water, the craftsmanship of whisky, and the undeniable power of change.
