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Design Craft

SMOOV Internation Womans Day 2022 RAISE THE BAR-Engineer





TBWA Concept unit




  Although many women and girls are achieving great feats, many of them hide away their achievements due to the fear of being labelled, the insecurities of their men and other reasons. Women have been made to “subject” themselves and hide away their achievements for fear of being labelled, insecurities of their men, and other reasons. This idea spurs ALL women and girls on to be proud of what they have done and celebrate their uniqueness.

Creative Idea

In the spirit of IWD, SMOOV wanted to encourage and inspire women to break free of the gender bias against them. This birthed “RAISE THE BAR” campaign which spurred ALL women and girls on to be proud of what they have done and celebrate their uniqueness.


The SMOOV bottle was used to depict women in different fields of endeavor and to show that as every woman raised a bottle of smoov, they can also raise the bar in any field or discipline, their gender notwithstanding.



The RAISE THE BAR campaign showed SMOOV as a societal-conscious brand which seeks to break the bias against women. This campaign was also well received as it got featured in the Ads of the world and other online media, generating increase in the brand’s awareness and visibility.


Advertising Agency: TBWA Concept, Lagos, Nigeria<br /> Managing Director: Kelechi Nwosu<br /> Executive Creative Director: Ranti Atunwa<br /> Deputy Creative Director: Israel Obatunde<br /> Group Head: Chinwe Onuoha<br /> Senior Art Director: Abiodun Osibajo<br /> Senior Copywriter: Urenna Nwa-John<br /> Creative Copywriter: Elizabeth Adaji Senior Account Executive: Elizabeth Adesina<br /> Senior Account Executive: Ngozi Eze<br /> Account Executive, Digital And Innovation: Ayomide Akinlabi Operations/Traffic: Akeem Tiamiyu

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