An advocacy creative material by AB InBev Nigeria for its Trophy Stout brand, “Reclaim Your DNA” has been shortlisted for an award at the on-going at the Prestigious Cannes Lions International Festival of Creativity in Cannes, France.
Making the shortlist at the prestigious “World Cup of Advertising creativity” is a huge recognition for Nigeria and her Integrated marketing communication space as the Trophy Stout becomes 1st Nigerian Brand to be so shortlisted.
The shortlisted “Reclaim your DNA” Campaign is iconic in all sense of the word. The brand team and agency, Dentsu Creative Africa had ridden on the consistent demand for reparations for Nigerian artifacts stolen and kept in British museums since her invasion of Benin Kingdom in 1897. The Late MKO Abiola, acclaimed winner of the 1993 president election made the subject popular.
While the campaign is aimed at regaining custody of the looted bronze sculpture for the protection of Nigeria’s cultural heritage, it’s also a hit on the reigning market in the stout category of the Nigerian market whose origin is British.
The campaign therefore through its multifaceted executions raises awareness of the ongoing impact and cultural vandalism caused by British colonialism and petitions the Britain to return works of art originating from Nigeria.
Speaking on the creative work, Sola Musuro, Group Creative Director, Dentsu Creative Africa, said: “As Nigerians, we no longer allow anyone to tell us who we are. Our creativity is unique and powerful. From the skilled craftsmen of the Benin Bronzes to the pioneering digital artists of today, our creativity needs to be shared and respected.”
It has been noted that while other individuals and organizations have begun the process of repatriating the artworks, the British Museum has not stated its intention to return the 900 examples it currently holds.
The campaign apart its advocacy stance, is a parody on the origin and competition in the Nigerian Stout market.
It flaunts the Trophy Stout brand’s credentials as the original Nigerian Stout brand attuned to the taste palate and needs of Nigerians especially against the market leader, Guinness FES whose origin is British. Hence, the hack on the word, DNA.
Similarly, Bamise Oyegbami, Marketing Director, International Breweries Plc (AB InBev), had said relating to the campaign:
“We believe that Nigerian artefacts belong to the Nigerian people. Their theft has caused significant damage to our communities and affected the pride and dignity of the people. The ‘Reclaim Your DNA’ campaign is our way of standing up for Nigerian, and by extension, African culture and working towards its preservation. Trophy Extra Special Stout is seeking to reconnect Nigerians to the things that define them as a people and enable them to be Black and proud.”
Wish the Trophy Extra Special Stout’s “Reclaim Your DNA” the best at the Advertising “World Cup”
