My creative process takes a FIVE-tastic approach.
WHO IS SPEAKING?
I first identify the brand's unique voice, its personality, and the role it plays in the lives of its audience. Understanding who the brand is helps set the tone for everything that follows.WHO IS BEING SPOKEN TO?
Next, I analyze the audience—who they are, their motivations, and what makes them tick. This helps shape a message that resonates on a deeper level with them.WHAT IS TO BE SAID?
I distill the core message that aligns with both the brand’s goals and the audience's needs, ensuring clarity and relevance at every touchpoint.WHAT HAS BEEN SAID?
I assess what conversations are already happening around the brand or industry, so I can either build upon or disrupt the narrative with something fresh and compelling.HOW DO WE NEED TO SAY IT?
Finally, I craft a storytelling approach that reflects the brand’s voice and connects emotionally with the audience, using the right platforms, language, and tone for maximum impact.
Bigi had a value and image perception challenge, with the brand being seen as 'not for me' by the target audience (Gen Z). There is no pre-existing brand message, and the goal is to create a fresh, cool image that resonates with this audience, positioning Bigi as a go-to choice for Gen Z.
ADDRESSING THE BRIEF
Bigi has approximately 13 variations, which is similar to how the Nigerian GenZ is multi-layered. They are driven by adventure and unafraid to explore their many sides.
They are on a journey of self-discovery to understand the world of career paths, relationships, self-expression, identity and life in general.
How does a generation who is exploring different paths, and the fluidity of their identities FIND THEIR FLAVOUR?
What do we say to help a generation whose journey is a vibrant mosaic of experiences FIND THEIR FLAVOUR?
For Gen Z, the path to becoming, the path to finding their flavor is NOT about finding a single answer BUT about exploring their many sides; their many flavors which then leads to a fuller understanding of who they are.
Big Idea
Explore your flavour
“Explore Your Flavours" positions Bigi as an integral part of the journey towards self-discovery. We are the brand that not only refreshes but also inspires and supports our audience as they navigate through the various stages of life. By embracing this big idea, Bigi becomes synonymous with the courage to explore, the joy of discovery, and the celebration of individuality.
Digital Engagement Idea 1.
Digital Engagement Idea 2.
Partnership Idea.
Following the launch of Oloture 1, Netflix wanted to create awareness for the launch of the sequel. The brief was a tactical one; to write copy for static lamppoles.
Like Òlòtūré’s journey to uncover the truth, the copy on the lamppoles took our audience on a visual narrative journey. The copy on the lamp poles hinted at the movie’s narrative beats and were placed along a route, so as our audience passed each lamp pole, they experienced the narrative unfolding as they progressed to the call-to-action that led them to watch the full story on Netflix.
Cold Stone to introduce three exclusive Baileys-infused ice cream treats across 78 stores nationwide. The partnership aims to enhance visibility and offer a unique dessert experience to customers.
OBJECTIVE
To create compelling copy for in-store visibility materials that highlights the Baileys-infused treats and encourages trial.
Fidelity Send is a real-time remittance platform powered by mastercard for instant cross border payments from Nigeria to over 100 countries.
Whilst it allows users to save 20% on every transfer, they are also able to receive fund directly to their Dollar cards, E-wallets as well as Cash pickup
The brief was to develop copy to drive awareness across select media.
More work for Fidelity bank are featured below
NAFDAC issued a Memorandum of Understanding (MOU) mandating the removal of alcoholic beverages with high alcohol content (exceeding 30%) from packaging formats smaller than 200ml.
This directive directly affected Gordons and Smirnoff X1, which were packaged in 180ml packs.
Consequently, an adjustment was made to the packaging size of these products to a medium format of 305ml.
Here's a sneak peek into a few sweetness-es that I created for Parallex Bank.
Proactive work for celebratory days
...and for Edoko App, an online fashion shopping store.
Here are a few things i did for The American Lotto.
The American Lotto is the #1 Online Lottery System in Nigeria
Here are a few things i did for LuckyBet, a betting platform.
Buildbay is a technology company offering hassle-free, convenient and flexible
payment solutions for acquiring lands.
See a few of my personal projects below.
I basically created the problems and created solutions to them.
BRAND: IKPEKERE
PROBLEM STATEMENT: 5 out of 10 Yoruba Nigerians who buy plantain chips complain about blandness in taste.
BRIEF: I created a fictional brand concept, gave it a brand name, brand proposition and collaborated with Evans Osinaike to design posters for spicy plantain chips.
TARGET AUDIENCE:
The ‘I like pepper/ I like it spicy' people.
These ones want a tiny splash of spice and fall under the ‘I BE LEARNER’ category (yellow pepper variant) of the Ikpekere chips.
The ‘I love pepper/love it spicy’.
These ones actually love more than a tiny splash of spice and fall under the ‘I NO BE LEARNER’ Category (The Ata dudu; Black pepper variant).
The ‘Firelords’.
These ones like to turn up the switch on spice! They want it super spicy. ('Ata rodo';scotch bonnet variant).
BIG IDEA: Spice it up!
BIG IDEA RATIONALE: Ikpekere is a brand whose superpowers lie in awakening and exciting the receptors in your tastebuds. Ikpekere is also known for its messaging around ‘spicing up your life, day and moments featuring signature slangs like 'pepper dem', 'Otalenu'. Basically, Ikpekere wants you to do and get more out of life’.
BRAND: DUREX
PROBLEM STATEMENT: Young Nigerian adults between the ages of 18-25 want to enjoy sexual experiences but are scared of the consequences and realities sex presents.
BRIEF: Develop a print Ad to reinstate Durex’ value proposition.
TARGET AUDIENCE: Young Nigerians between the ages of 18-25.
KEY TARGET INSIGHT: They want to have fun but are also concerned about their safety and all the realities that sex comes with.
COPIES: 1. Keeps better than Vincent Enyeama
2. Keeps better than David De Gea
3. Keeps better than Jan Oblack
4. Keeps better than Manuel Neuer
DESIGN DIRECTION: The imagery shows the impact of a ball shot into the Durex condom. The thought behind this is to position Durex as a better goalkeeper than all these award-winning global goalkeepers. A way of assuring maximum security.
Follow up copies:
1. Avoid the need to ‘shalaye’
DESIGN DIRECTION: The imagery shows a Nigerian girl being addressed by her angry mother. There is a speech bubble with words to show that the girl is stuttering. This copy goes to say that you don't have to explain why you caught STDs or got pregnant if you can just Durex.
2. No spills, No Bump
DESIGN DIRECTION: The imagery shows road signposts and bumps on the road containing foetus. It basically goes on to say, "If you use Durex, there won't be spills and if there are no spills, there won't be a need to deal with a baby bump.
BIG IDEA: Shoot your shots!
BIG IDEA RATIONALE: Durex is made from made out of a natural Latex that provides high-quality assurance for safe and pleasurable sex. The big idea dares the audience to shoot their shots and be assured that they will never score a goal (goal as in ‘unwanted pregnancies, STDs’ etc.)
EXECUTION: Social media, Billboards, Malls
BRAND: REXONA BACTERIA-DEFENSE ROLL-ON FOR WOMEN.
PROBLEM STATEMENT: Upwardly mobile, busy Nigerian women between the ages of 25-30 want to focus more on their goals without having to worry about how the reeking smell of sweat due to long-standing hours out of their comfort zones.
BRIEF: Develop a print Ad to reinstate Rexona’s proposition.
TARGET AUDIENCE: Upwardly mobile, busy Nigerian women between the ages of 25-30.
KEY TARGET INSIGHT: They are super busy. They want to smell good. They want a product that is effective.
COPY: 'ARMED for the PITS'
BIG IDEA: Armed for the pits.
BIG IDEA RATIONALE:
It is not sweat that causes body odour. Rather, it is the bacteria feasting on sweat that causes it. According to reports, you can have millions of these bacteria living under your arm. This is why Rexona women bacteria defence roll-on is formulated to not only make you smell nice but also to fight the bacteria and reduce them by up to 90%.
The copy is a play on the word ‘armpits’. It speaks to Rexona being ARMED (bacteria-defence prowess) FOR THE PITS (this speaks to the ‘armPIT’ which is visualised to be a battlefield where Rexona engages bacteria in a bloody battle to kill the enemies of the PIT.
PRODUCT REPACKAGING IDEA: I imagine that this product pack is designed as a 'Camo-themed' collection. This will further drive home the point of the 'defence' messaging.
BRAND: ALWAYS ULTRA.
PROBLEM STATEMENT: Shame, shyness, stigma and misinformation revolving around the subject of menstruation has caused a drop in confidence in young Nigerian Women of ages 15-23.
BRIEF: Develop an Advert direction to reinstate Always Ultra’s messaging.
TARGET AUDIENCE: Young Nigerian Women of ages 15-23.
COPY: VIDEO DIRECTION
Woman 1: “I can bleed for 7 days, not die and stay winning!
You wan try am?
Woman 2: “While my body communes with nature, my head stays up high and strives to crush my goals.
You fit run am?
Woman 3: “There is a monthly symphony that my body sings
… it’s her way of celebrating”
All the 3 women: “I am a River. Not a Dam. So I flow. PERIOD!
(Full script and direction are available on request).
BIG IDEA: Flow
RATIONALE: Always as a brand, wants to stop the drop in confidence that girls experience at puberty. Always wants to instil the audacity to FLOW unapologetically.
For TechKudi
I developed WordPress content pieces and News stories for TechKudi.
