



0
people reached with the King's Stitch message
0
total impression achieved over a period of 3 months
0
people engaged with the campaign
0
video views for King's Stitch online video placements
About the campaign
Being a brand that stands for freedom and authenticity, Budweiser created a platform that gave Nigerian youth a voice to speak freely against a society that has constantly devised new ways to inhibit their self-expression. Using two of Nigeria’s most polarizing fashion designers, Tokyo James and Orange Culture we created The King’s Stitch Collection – not just a fashion statement but a statement to the Nigerian society aimed at countering the age-old stereotypes that our youth are burdened with.
We launched with a video featuring Nigerian youth who embodied our cause. The video sparked instant conversation on social media inspiring our youth to choose their own label regardless of the label that society has branded them. We went on to co-create the pieces with real quotes from real people hand-stitched on each item. The collection became a badge of pride for the marginalized, helping them share their stories and making them feel comfortable in who they are.
We generated a thread on twitter gathering over 1,000 interactions from which selected quotes were used on the designs. This also contributed to the total earned media achieved. Cinema placements, Radio mentions, DOOH, Online Videos and TV partnership were the key touchpoints creating a 360degree campaign impact across channels.
The campaign climaxed with a fashion event where the two internationally acclaimed designers, Tokyo James and Orange Culture unveiled an unparalleled collection which was immediately launched on the Budweiser e-commerce site and generously offered for sale at a subsidized rate.
Challenge
Nigerian youth with beards, tattoos or dreads are harassed by law enforcement and our leaders are constantly devising new ways to inhibit our freedom. Our task was to create a campaign that sheds light on these societal ills in a way that liberates the Nigerian youth.
Solution
Nigeria is a very diverse place with diverse culture and diverse people. However, when it comes to issues relating to sexuality and individuality, we tend not to be tolerant of this kind of diversity. Budweiser with the King’s Stitch campaign sought to empower the average Nigerian to think outside the confines of our society, and to show them that being a king is not about conforming to societal expectations and traditional views about gender and sexuality. It is about a mindset that allows us all to be comfortable in who we choose to be.
Results
The campaign was met with resounding success as the collection sold out in a matter of days after the launch and for the first time in Nigeria, a brand started a conversation that many have been too cautious to speak about. The collection became a beacon of pride for the marginalized.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Isobar Nigeria
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.
John Brown Media South Africa: MINI Creative Club
The objective of this campaign was to reach 2,018 sales target for MINI Clubman by generating at least 3 438 leads and introducing a new customer base to MINI Clubman in an innovative way