Free To Be A King

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.

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 had 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 stand out.”

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.”