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Free To Be A King

BUDWEISER

Challenge

When it comes to issues relating to individuality and sexuality, Nigerian society can be intolerant. Budweiser created a platform that offered support for the country’s marginalised youth. We helped the King of Beers show Nigerians that embracing who they are is what really makes someone a king.
Free To Be A King

Solution

Budweiser set out to encourage Nigerians to show off their personalities in a society determined to restrict such expression. The campaign kicked off with a video of young Nigerian artists and personalities dressed in pieces from The King’s Stitch Collection, a wardrobe designed by two groundbreaking Nigerian designers. They’d been commissioned by Budweiser to make a fashion statement of confidence and freedom, which was reinforced by taglines in the video such as “Unfollow the norm” and “Why fit in when I can standout.”

The video sparked significant interest online and on social media, helping fuel a conversation that many would have otherwise avoided. Budweiser’s social messaging, including hashtags #ChooseYourLabel and #BeAKing, inspired Nigerians to express their independence on social platforms while engaging with the Budweiser brand.

The campaign was amplified with radio mentions, cinema placements, TV partnerships, and digital out-of-home promotions that helped spread the King’s Stitch message. These placements featured the personalities featured in the ad, with taglines such as “Our dreams are valid” and “No clichés allowed.”

"I CHOOSE TO BE A FORCE OF CREATIVITY AND NEW PATHS, IT’S TIME TO DO AWAY WITH STEREOTYPES. TIME TO CREATE A NEW IMAGE”

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Results

The entire King’s Stitch collection sold out in a matter of days
HIGH LEVELS OF ENGAGEMENT ON TWITTER WITH ONE TWITTER THREAD GARNERING MORE THAN 1,000 INTERACTIONS

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