SOOT LIFE EXPECTANCY
Since 2016, oil bunkering, gas flaring, and illegal refineries have choked the air in Rivers State, Nigeria, with the worst soot pollution ever recorded in the country, exceeding the World Health Organization’s safe limits by 40 times on some days. While the national life expectancy is 52, residents of Rivers State face a far harsher reality due to soot.
To get global attention, an NGO, The Extra Step Initiative launched THE SOOT LIFE EXPECTANCY campaign. Using soot data of 40 countries obtained from the German Environmental Protection Agency , we created a formula to calculate a "soot life expectancy", a possible way of knowing how long people exposed to Port-Harcourt's poor air quality had to live. This allowed everyone to see the direct impact of the soot crisis on lives. Furthermore, every visitor to the website had an automatic petition sent on their behalf to Nigerian lawmakers, urging them to act and end the soot crisis.
The campaign was very successful and brought home Nigeria and West Africa’s first-ever Cannes Lion, a D&AD shortlist as well as a ton of international, regional and local awards.
INTO THE BIGGIEVERSE
DStv's Big Brother Naija was seeing a decline in viewership, as fans across Nigeria and Africa were eager for a new format. To address this, the 8th season featured an all-star lineup of past housemates and winners, all competing for the title of "Ultimate Housemate."
Our launch concept drew from the rising trend of the multiverse in movies and pop culture. We linked this to the season's format of bringing back contestants from different past seasons. Using the iconic Big Brother eye, we created the "BIGGIEVERSE," a visually striking portal symbolizing endless possibilities and hinting at the drama to come.
Results
33% positive SENTIMENT INCREASE | 164 milllion IMPRESSIONS | 1.53 billlion FAN VOTES
AFCON BANTER
DStv has always been a key broadcaster of AFCON, but when news leaked that DStv wouldn’t be broadcasting it, Nigerian football fans on social media were displeased. But just before the tournament kicked off, DStv Nigeria secured the rights to broadcast the tournament. So, how were we going to turn around weeks of negative sentiment and get fans subscribing to DStv once again?
We also leveraged on the friendly football banter which already existed among several African countries. Using several generative AI platforms, we proactively churned out banter that helped fans get gear up for the games. With each game, football fans from across the continent were truly locked on, engaged and even desiring more content from the DStv brand.
Results
1.2 milllion ENGAGEMENT | 96 milllion IMPRESSIONS | 361% INCREASE IN SUBSCRIPTION
LYRICS OF INNOCENCE
Children and the Nirvana Water brand share something in common; purity. However, exposure to explicit and vulgar lyrics in popular songs can taint the nature of children and lead to aggression, risky sexual behavior, and other anti-social behaviors.
We needed to show how much profanity exists in Nigerian songs today and how clueless kids are to them even when they sing along. As a social experiment launched on Children’s Day, this film featured seven kids who were asked to interpret lyrics from popular songs. Their inability to pick up the negative undertones and vulgar meanings of these lyrics underscored their innocence/purity and the need for society to stop the exposure before they know.
