Strawberry Blossom Limited Edition

28th February The ‘We See Her’ campaign was built to celebrate women by showing how the care they give is seen and appreciated by those closest to them. Using 3 video spots, we dramatized this brand message from the point of view of young siblings responding to the care of their older sibling, the point of view of a father and child responding to the care of the Mum and the point of view of 2 young ladies responding to their ever caring friend. We had to cast of kids who were capable of delivering a heartwarming and authentic sibling story, showcasing what sibling love looks like. The 2 younger siblings deciding to step up and give their older sister a short time of rest, acknowledging her role in their lives. Their expressions and body language beautifully captured the warmth and sincerity of the story and the essence of appreciation and care, which was key to delivering the emotional impact of the message Their performances delivered strong brand moments - handing their older sister the “World’s Best Big Sis” card, their beaming smiles and playful energy created a natural, feel-good moment as they took on the task of dishwashing for her. The execution of the "Robb in Pain Out" campaign was tailored to fit the current digital media landscape. Short skits featuring Robbs newly signed brand ambassador Broda Shaggi were developed and released across social media platforms, targeting audiences who consume bite-sized, engaging content. He had been positioned as Mr Robb, ready to help chase pain away. Each skit featured a relatable pain scenario, from this pretty lady spraining her ankle while walking in heels, to a worker dealing with back pain from lifting heavy boxes and a child struggling with nasal congestion. These skits seamlessly integrated Mr. Robb introducing Robb to these need cases. The use of easily consumable, entertaining content ensured that the messages stuck with the audience, leading to higher engagement and brand recall. ROBB Robb has been a household brand in the pain real relief ointment category for years, with strong heritage in the Nigerian ointment market, and playing in the mid-hot segment. It has however not communicated its brand promise in a long time. To introduce itself to its public again, the brand needed to associate itself with a very well-known figure as its ambassador, that appeals to the brand’s target audience and also fits the consumer persona for the brand. Broda Shaggi was unveiled as the brand’s ambassador in a humorous spot consistent with the brand and its usage occasions. Broda Shaggi moves from set to set, speaking directly to the public/fans as he tells them why he is the perfect brand ambassador for Robb. He first tells us his real name -Samuel Perry- which many may not know and of course ‘Broda Shaggi’ before introducing us to his new identity as ‘Mr Robb’. In this new role he will advocate the ‘Robb In, Pain out’ theme with an authenticity that matches the different uses of Robb. In whatever life activity our customers are in, Robb and Broda Shaggi have got them a ready solution to pains, aches and colds. The video generated 3.7M views, 47,500 likes, shared 143 times and generated 768 comments across the brand and the influencers social media pages where he was unveiled with almost 96% positive sentiment accruing to the brand. ALI NUHU Robb has been a household brand in the pain real relief ointment category for years, with strong heritage in the Nigerian ointment market, and playing in the mid-hot segment and after recently re-introducing itself and communicating brand promise, the brand’s next approach was to appeal to its Northern audience. To do this, the brand needed a well-known personality that Northerners love and would want to pay attention to. This was Ali Nuhu and the team was required to develop an approach to creatively speak to the North. Understanding that the target audience knows Ali Nuhu as an actor, our approach was to play on the familiar to pass across our message. The strategy was to catch the audience’s attention from the start with a very engaging hook that would keep them glued till the end where they get to receive the message of Robb being the secret ingredient that gets Ali Nuhu through the series of acting. We recreated an action-packed intro for a Nollywood film while Ali Nuhu appears to be chased by a character who would be the antagonist in the film. We see him running and then stumbling to a fall in the process. This process is repeated as we can see the strain on his face as a set assistant helps him up, how he rubs his neck and the supporting voiceover. However, he establishes that with the fast-acting relief effect of Robb, he’s able to bounce back on his feet and keep the ball moving. The video generated 972K views, 12,922 likes, and generated 265 comments across the brand and the influencer's social media pages where it met positive resonance with the Northern audience. Arla Dano, a leading dairy brand in Nigeria, is largely recognized for its focus on providing nourishing milk products to families, giving them the strength that they need to achieve their goals. Central to its brand positioning is the tagline "Go for It," which borders on resilience, and determination. In 2023, the brand developed wanted to create an internal communications video that would capture the close bond and relationship within the team, while also internally reinforcing the power of resilience for achieving great things. Drawing on the power of music, Shakira's “Try Everything” was the reference anthem for the video, a song that encapsulates the themes of persistence and bouncing back from failures. The idea was to portray team members in their elements and how the resilient spirit helps them bounce back from challenges at work. Before the video shoot, the lyrics of “Try Everything” were tweaked to suit the Arla team using key phrases that resonate in a work environment. The video was filmed primarily as a dynamic, music-driven piece, with Arla team members performing in sync with the tweaked lyrics. The song's rhythm and message were mirrored, as the video follows the story of our lead character expressing frustration to her colleague from yet another failed product pitch but also optimism in hopes of another opportunity to put her best foot forward at work. The video was deployed on all internal communications channels and was well received by all Dano staff across Nigeria The African Cup of Nations (AFCON) is a bi-annual soccer fiesta showcasing African national football teams in competition. In 2024, the tournament in Cote D’ Ivoire was followed passionately all across the world with national sentiment running high. Dano Milk connected with its passionate followers online by communicating its support for the Nigerian national team, the Super Eagles The creative idea deployed for the campaign was hinged on a line from a very popular Nigerian afro beats song ‘Drink water drop cup’ and it implied what you do when you have done or achieved a great feat. This line was adapted and infused with relevance to celebrate Nigeria beating the South African team and advancing to the finals of AFCON. Our strategy was to use the popular song lyrics in popular culture in a celebratory fashion, placing the brand (drinking milk) in the conversation. The execution was framed as a row of glasses with straws painted with the flags of all the countries the Super Eagles had beaten on the road to the final, with the final empty cup being South Africa. Copy and visuals were framed to ensure the celebration of the win was done while bringing the brand into use as well. The post was so well received by Nigerians as it was liked 856 times, shared 43 times and generated 140 comments across the brand's social media pages. It popped up all across many WhatsApp statuses of Nigerians all across the globe who were following the tournament and it yielded positive sentiment for the brand. Independence Day in Nigeria isn’t always a day of hope and optimism. Our idea was to remind Nigerians what it was that our forefathers fought for, the ideals and the hopes that fueled the quest for freedom and use the picture of what has been to map out a possibility, what could be for Nigeria. What was most important to us in this campaign was to inspire Nigerians and to emphasize the importance of not losing hope. Our strategy was to play on the power of words, piecing together short clips from speeches made by 3 important founding fathers to pass on a new unified speech that Nigerians needed to hear. These diverse speeches were placed over their images in white and black to create a holistic message that both celebrates Nigerians and nudges them to continue rooting for Nigeria. These historical speeches were to connect the struggles of the past with the ongoing need for perseverance and hope. The post was well received by Nigerians as it was viewed 6829 times, liked 338 times, generated 25 comments and shared 62 times on the brand's social media page. It also popped up across many WhatsApp statuses of Nigerians all across the globe. The 2024 Children’s Day is always a day to celebrate children and their unique take on the world. Our idea was to set AI (Artificial Intelligence) against AI (An Infant) to create an ad for Children’s Day. This was to represent how the minds of children remain the purest and one of the most fascinating sources for ideas. We presented an ad that was very loveable, and demonstrated how children’s creativity is boundless. To make our case, we carried out a mini-social experiment, to show and tell how a child’s mind would always trump Artificial Intelligence. Our approach followed the thinking that the best person to create an ad that celebrates children is most probably, a child. We fed an AI (Mid journey) with a prompt to create a Nigerian Children’s Day ad with the text “Happy Children’s Day”. AI’s response was the conventional response featuring images of children running, smiling happily at the camera and one featuring a mum and daughter. When we asked a 5-year-old this same question, what we got was a more realistic ad with the kind of elements that children fancy, from toy dinosaurs to bouncing castles and coloured balloons. Her response aptly captured the purity and innocence of a child’s mind and also reminded us what true creativity really means. This video had generated 7,944 views, and 454 likes and generated up to 92 comments. The ad also had 30 shares with a clear positive resonance among viewers. To put a spin on the traditional Easter story, our idea was to develop an ad that succinctly described the kind of life Jesus lived and the miracle that was His resurrection. Our approach was to uniquely combine key personality traits or behaviours that would make a person naturally annoying almost to the verge of warranting their death with the fact that this man had gone missing and His whereabouts were unknown. Following our creative idea and strategy, our ad was executed in the form of a “Missing Person” poster. We used simple copy that describes the missing person in question calling out the key activities that He had done while alive. This “Missing Person” poster aptly conveys the message that Jesus is Risen, which is the basis for the Easter Day celebration. Over the last two decades, there has been a surge in non-communicable diseases (NCDs) in Sub-Saharan Africa, driven by increasing cardiovascular diseases, diabetes, and cancer, which have accounted for over 37% of deaths in Africa. WHO Africa, one of the World Health Organization’s six regional offices, launched an NCD campaign to promote healthier behaviours and reduce major risk factors in the region with a focus on Alcohol consumption, Unhealthy Food choices and Sedentary living. The campaign direction was to educate and encourage the general public to review their daily habits as they pertain to physical activity, diet, and alcohol intake, and encourage them to adopt healthy habits. Our NCD Campaign was framed to inspire individuals to act not out of fear, but for the love of themselves, their families and communities by doing what was right for their health. This thinking resulted in our campaign theme of “Choose Health, Choose You”. As these issues tend to be communicated with hard sell, we decided on an entertaining and informative approach to the execution of this campaign. We created motion graphics and animations videos that spoke to each of these focus areas, educating Africans on the consequences of unhealthy choices. These videos were 60-second videos that conveyed our message in very simple words and using exciting elements, such that it was easy to follow, delivering simple and clear guidelines on how to reduce the risk of NCDs. These videos were adapted across the African region from the English-speaking countries to French and Portuguese. We See Her campaign The responsibility for domestic chores being seen as ‘woman’s work’ is deeply ingrained in our human psyche by cultural default. Morning Fresh as a brand with a core audience of women wanted to challenge the stereotype and advocate for women as worthy of being ‘seen’. The ‘We See Her’ campaign was built to celebrate women by showing how the care they give is seen and appreciated by those closest to them. Using 3 video spots, we dramatized this brand message from the point of view of young siblings responding to the care of their older sibling, the point of view of a father and child responding to the care of the Mum and the point of view of 2 young ladies responding to their ever-caring friend. Our strategy was twofold with the first being to deliver a sensitive moment of care that touches on emotions and the second being to clearly establish how Morning Fresh as a product supports women and their need to be acknowledged and celebrated for their roles in different homes as a trusted caregiver. In each story, a woman is encouraged to take a pause and rest, as those she cares for, take the time to care for her instead. Morning Fresh, Nigeria’s No. 1 dishwashing liquid, recently shifted from a functional focus to an emotional approach, acknowledging the efforts women put into caring for the home and letting them know that their efforts of care have not gone unnoticed. To strengthen this new positioning, the brand developed a limited-edition product to be launched during International Women’s Day and promoted throughout that month, aiming to connect deeply with women and recognize their efforts. Our task was to design a label for this product that resonates with this theme of care, ensuring women feel acknowledged and appreciated by the brand during this special launch. In executing this brief, we incorporated key feminine elements to resonate with our target consumers – women. For the first time ever in the package history of the brand, a silhouette of an African woman was integrated into the design to reflect the brand's celebration of women’s contributions The colors purple and lavender were chosen to evoke a soft, caring feel, with the inclusion of apple blossom flowers being the product’s fragrance on the packaging. The campaign messaging for the month "You are one in a Million," was included on the design with a celebratory tone that emphasized appreciation and care, ensuring the product's visuals aligned with Morning Fresh’s new emotional positioning.