Category: Innovation | Good- For Profit Award Level: SHORTLIST Brand: BUDWEISER | Entrant Company: Isobar Nigeria, Lagos, Nigeria Background
Nigeria is a very diverse place with diverse culture and diverse people. However, when it comes to issues relating to self-expression, we tend not to be tolerant of this kind of diversity. Our society has put extreme laws in place inhibiting this kind of self-expression. Creative Idea
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.
Budweiser introduced the Kings Stitch Collection, a fashion platform that served as a voice for our Gen Z's. Strategy
The King’s Stitch created a conversation that was long overdue. If Nigerian youths were going to have to wear labels, Budweiser, 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.
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 it became a powerful statement. Execution
Using two of Nigeria’s most polarizing fashion designers, 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 youths 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 started the longest (brand-owned) twitter thread in Nigeria where we challenged people to break free from societal stereotypes. Using these real-life tweets and experiences we went on to co-create the pieces with real quotes from real people hand-stitched on each item.
This was put up for sale on a website and it sold out almost immediately as our TG could readily identify with these stitched quotes.. Results
The collection became a badge of pride for our Target Audience, helping them share their stories and making them feel comfortable in who they are.
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.