The WBO, WBA, IBF and IBO titles were on the line ahead of the heavyweight title unification between hometown hero Joseph Parker and Anthony Joshua. SKY TV wanted to give the whole country the chance to back their hero, spur him on and watch the fight live. We turned the spectacle into a patriotic rally cry with an emotional plea from his mother, Sala, unleashing latent heartfelt support by inviting the country to rally behind her boy by sending personal messages of support to shoutoutforjoe.co.nz. The messages were sent in real-time to appear on large digital billboards in the heart of Cardiff, for Joseph, his team and the world to see.