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Dentsu Partners

Nigeria-Vizeum, Isobar & iProspect-Budweiser_Kings Stitch

Budweisser Kind Stitch Case Study

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.

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