As more and more of the young people in the South East, the home of Hero Beer, drifted from their cultural identity, the brand understood that it had to do something to remind its drinkers of their proud legacy.
Together with the brand, we created “Echefula” – never forget (your identity) – a campaign that fused the people’s heritage with pop culture to bring about a reawakening of pride in the Target Audience’s traditional identity. This of course led to a surge in Hero’s brand awareness and sales.
The campaign won the most number of medals in the 2019 edition of Lagos Advertising and Ideas Festival, as well as a shortlist in the 2020 Loeries in South Africa.
The campaign incorporated TVC, Radio, OOH, Entertainment Marketing, Experiential, Digital and Merchandising.
