Bradmarke | Branding, Advertising, and Marketing Solutions
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Enobong Edet – A Sunrise Hero in Transportation
Hero Lager’s Sunrise Heroes: Honoring Enobong Edet’s journey of resilience and change.
Project Info
- Advertising & Social Impact Campaign
- August - October
- Best Storytelling Awards
- Hero Lager Beer
The Sun Rises for You
Enobong Edet has become a local hero as a woman who chose to make a living as a commercial bus driver. In Nigeria, transportation is often considered a job for men, and Enobong faced many challenges and biases along the way. Her decision to embrace this path was inspired by her drive to support her family and prove that women can excel in any field.
Our goal was to capture and celebrate Enobong’s tenacity and commitment, creating a visual and narrative campaign that would tell her story with authenticity and respect. The campaign needed to shed light on her struggles, triumphs, and the powerful message she sends to other women who might also wish to step outside traditional roles.
Advertising Campaign
Theme 1: Strength in Motion – A Woman’s Journey on the Road
- Concept: This theme emphasizes Enobong’s strength and determination as she navigates the challenges of her daily work. Through powerful visuals, we captured her sense of purpose and resilience behind the wheel, a position where she has earned respect from her community and peers.
- Signature Shot: An intense image of Enobong in profile as she drives, her expression focused and proud. This shot, paired with Hero Lager’s branding, communicates a message of strength, determination, and breaking boundaries.
Theme 2: Community Impact – Building Bonds with Every Drive
- Concept: In this theme, we showcased Enobong as a positive force in her community, highlighting the relationships she’s built with her passengers and neighbors. These visuals reflect Hero Lager’s commitment to uplifting local heroes who contribute to the growth and unity of their communities.
- Signature Shot: Enobong smiling at a passenger in her rearview mirror, showing the genuine connections she’s created. A group of community members around her bus, waving and laughing, with Hero Lager branding subtly present in the background.
Theme 3: Inspiration for Future Generations – “Strength that Inspires”
- Concept: This theme served as a call to action for young women, encouraging them to pursue their ambitions fearlessly. With Hero Lager, we celebrated Enobong as an example of strength and inspiration for others, particularly young girls considering non-traditional roles.
- Signature Shot:
A close-up of Enobong holding her bus key with a proud smile. This shot invites viewers to feel empowered by her story.
Results
The campaign resonated across social media and sparked conversations about gender roles and resilience. The “Strength in Motion” and “Community Impact” themes especially engaged audiences, inspiring thousands of likes, shares, and positive comments.
Enobong Edet’s story is one of courage, and it reflects the values of Hero Lager perfectly. The campaign not only celebrated her strength but also inspired so many. We’re proud to call her a Sunrise Hero.
Mr. Dubem Orji
Marketing Manager, Hero Lager Beer
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