Building an ambitious brand platform for Malta Guinness.
Malta Guinness’ audience are faced with regular obstacles and setbacks - sometimes moving forward seems impossible. Traditional paths to success are no longer seen as attractive or viable, yet they are constantly told to ‘just work harder’. We proposed we celebrate the ingenuity & optimism of our audience that moves the collective forward to overcome everyday barriers. Enter the new platform: WE MOVE.
This platform culminated in a 30s TVC shot on Lagos Island and aired in key markets Nigeria and Ghana. We follow a bicycle collective as they spread feel-good vibes with their ingenious pedal-powered sound systems. They interact with other collectives along the way and ultimately land up at a street party where they keep the music going despite a power outage. We also shot a series of images celebrating the collectives that were used on OOH assets, all shot with local production teams in Lagos.

Role: Creative Director, RPM Agency
With thanks to Ezra, Lamine and Lauren from Whale
Les, Holly & Dani from RPM
Technical Magic Media with director Oladayo Ibidunni & photographer Deji
Music by DJ Klem
Mural by Mr Phisha
Clients Lebo, Colin and Uche