To celebrate the 20th anniversary of Fela’s death, Single Malt scotch whiskey, Glenfiddich brought the annual Felabration celebration to Victoria Island (Lagos) and Abuja (for the first time in the history of Felabration) for 5 hours of intense Afrobeat music. Felabration which attracts many from different parts of the world is a week-long festival to celebrate the late Afrobeat legend, Fela Anikulapo Kuti.
The event was centered on the Glenfiddich Mavericks campaign, which is focused on celebrating different individuals who have made exceptional efforts to forge their own path, adopt unconventional creative thinking and excel in their craft.
Scope of work: Strategy and Execution, Media Relations, Brand Activation
A day before the event, Glenfiddich’s global brand ambassador was welcomed to Nigeria at an intimate cocktail mixer at Radisson Blu Hotel, Lagos.
- We developed the communications strategy for the campaign and handled media relations pre, during and post the event.
- BBC pidgin was present to cover the event, which was featured on their digital platforms and syndicated to partner radio stations across West and Central Africa. In addition to this, the one-minute clip was shared with the wider BBC network across the world.
- Over 1500 guests from different parts of the world attended the event.
- Over 42 million impressions online