Trophy Stout needs to stand out as a proudly Nigerian brand against its largest competitor, Guinness. Most campaigns are focused on either football or music. We focused on an earned media campaign.

A public participation campaign in partnership with the Nigerian National Commission for Museums and Monuments will pressurize institutions into returning stolen artifacts.

Most Nigerians can’t access our stolen history. So we turned every Trophy Stout touch point into an access point and asked Nigerians to scan QR codes to reclaim our cultural DNA. This unlocked a digital experience better than any museum. Users could explore fully interactive 3D models of the artifacts, read more about their history, and see modern Nigerian artwork inspired by the originals.

Then we hit the streets of Nigeria, spreading our message and creating the world’s largest museum opening on Nigerian soil. As an act of reclamation, people were able to match their own faces to an AR database of stolen artifacts and then tag Western museums, demanding their return.

The campaign's primary purpose was to mobilize Nigerians to act through the use of earned media. 390,000+ Nigerians signed up (The largest petition in Africa to date)
150 million earned impressions. 50 million Nigerians reached

But most importantly, we saw 97 Benin Bronzes return.