At the core of every great campaign is valid cultural insight or tension, says Isobar Nigeria’s Nneoma Ohazurume. This is exactly what contributed to the success of The King’s Stitch fashion collection for Budweiser – a celebration of Nigerian individuality.
Nigeria is culturally diverse. We have diverse languages, food, ethnic groups – you name it. However, when it comes to issues relating to individuality, we’re not as tolerant of people’s differences.
Our government takes a stereotypical stance on individuality. Nigerian youth with prominent beards, tattoos or dreads are harassed by law enforcement and our leaders are constantly devising new ways to inhibit sexual freedom – the most recent action being a 14-year sentence for individuals who identify as homosexuals.
A badge of pride
As a beer that stands for freedom and authenticity, Budweiser realised it was time to speak out against this oppression. If Nigerian youths were going to have to wear labels, Budweiser, in partnership with Isobar Nigeria, would see to it that these labels wouldn’t be derogatory. Instead, they’d be a badge of pride speaking to who the youths really are.
Following on this insight, The King’s Stitch Collection was created to evoke the values of freedom and self-expression. The King’s Stitch didn’t just act as a fashion statement, it became a powerful statement aimed at Nigerian society as a whole.
While the collection certainly was trendy and fashionable, a great number of people gravitated towards it because of what it stood for, ultimately contributing to the campaign’s success.
Campaigns can drive societal change
We realised once again that African consumers have many unmet needs. As experts in marketing and advertising, it now becomes our job to find which of these needs our brands are able to address.
While we can’t expect to solve age-old cultural tensions with one campaign, it’s important to take the first step.
Our advice? Create a campaign that’s relevant, and the rest will follow.