Egungun Speaks - COVID Cultural PSA (Insight Publicis)

The world was in a chokehold, and Nigeria was no exception. But instead of panic or preaching, we turned to culture. I created the “Egungun Speaks” campaign—reimagining the Yoruba masquerade as a COVID-era ambassador. Naturally masked and socially distant, the Egungun became our unexpected public health hero, urging Nigerians to be careful in the most culturally resonant way possible.

What started as a brand idea for Seven Up evolved into a full-blown PSA by Insight Publicis—making waves online, sparking conversations, and earning global acclaim. From Lürzer’s Archive to AdForum’s global Top 5 COVID campaigns, “Egungun Speaks” didn’t just cut through the noise—it turned tradition into a tool for survival.

Glo Powering Ambition – Brand Repositioning

After two decades in the game, Glo needed more than relevance; it needed resonance. So we gave the brand a new voice. Not just loud, but meaningful. Powering Ambition became that voice. A bold repositioning that reintroduced Glo as more than a telco—as a partner in progress.

I was part of the senior team that brought this to life. We crafted emotive storytelling that spotlighted the everyday hustles of Nigerians, blending legacy with aspiration. From radio to TV to a full-blown brand relaunch event, we turned connectivity into possibility—and Glo into the engine behind Nigeria’s drive. The result? Glo was named Nigeria’s Most Popular Brand in 2023. A comeback campaign, with real ambition.

uduX XSwitch - Virtual Concert Series

uduX’s X-Switch campaign marked a bold reintroduction of the platform during the 2020 COVID-19 lockdown. With digital consumption on the rise, the campaign tapped into cultural curiosity by pairing Nigerian music icons to perform each other’s songs—starting with Asa and Davido, followed by 2Baba and Tiwa Savage. The activation combined free access, airtime rewards, and a high-energy digital rollout across uduX.com and social media. It sparked massive engagement, boosted sign-ups, and redefined uduX as an artist-driven, proudly Nigerian platform. I served as Lead Writer, naming the campaign, crafting its core narrative, scripting artist prompts, and collaborating across teams from concept to live performance.

Pepsi Refresh the Mix – DJs Take the Spotlight

In a bold move to deepen Pepsi’s music identity, “Refresh the Mix” redefined brand ambassadorship by spotlighting Nigeria’s hottest DJs—Cuppy, Spinall, Obi, and Xclusive—as culture drivers. Moving beyond celebrity endorsement, the campaign celebrated the artistry and influence of DJs across TV, digital, OOH, and experiential touchpoints. The creative flipped the narrative—Pepsi wasn’t just backing music, it was remixing it. From stunning visuals to high-energy events and a sonic brand takeover, the campaign pulled over 800 million impressions, reignited youth engagement, and positioned Pepsi at the heart of urban sound and style. I led creative concepting and tone, shaping the voice that gave DJs their spotlight.

Pepsi Naija All The Way – When the Streets Became the Squad

With the World Cup fever heating up, Pepsi didn’t have a team in the tournament—but we had something better: the spirit of the streets. Naija All the Way became a culture-first anthem, turning everyday Nigerians into the real stars of the game. We crafted a bold rallying cry that celebrated street football, local slang, and the raw passion of a nation that never stops playing.

As part of the team, I helped shape the campaign message and rollout—from copylines to TVC scripting and street-inspired content that pulsed across radio, digital, and on-ground activations. We didn’t need a jersey to win—we had Naija. The campaign went on to bag a Bronze at the Pitcher Awards and cemented Pepsi’s place in the heart of the culture.

Pepsi Max – When Fear Met Full Throttle

In the thick of the COVID-19 lockdown, when fear was the loudest voice in the room, Pepsi Max chose a different tone—one of bold defiance. Your Life. Max Am. wasn’t just a tagline; it was a rallying cry. A message that urged Nigerians to live fully, dream fearlessly, and give their all—even in uncertain times.

As lead writer, I created the campaign’s core message and voice, building out TVCs, radios, and digital rollouts that turned Pepsi Max into more than a variant—it became a mindset. With limited-edition bottles, ambassador-led content, and a radio push tailored to the lockdown audience, we connected deeply with a generation searching for courage. The result? A taste that resonated beyond flavour—one that inspired a lifestyle.