Bradmarke | Branding, Advertising, and Marketing Solutions

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Headquarter

Bradmarke Interactive, G.R.A, No. 60 Isaac John St, Ikeja GRA, Ikeja 101233, Lagos, Nigeria.

Bradmarke Interactive, No. 39 Ikot Ekpene Rd, Opposite Chicken Republic, Uyo, Akwa Ibom State, Nigeria.

Moses Eteng Ubi – The Educated Agidi Seller

A story of pride, perseverance, and redefining street vending with dignity.

Project Info

The Sun Rises for You

In Uyo’s vibrant streets, 25-year-old Moses Eteng Ubi stands out, not just for his skillful agidi-making but for the unexpected professionalism he brings to the job. Every morning, Moses puts on a shirt and tie before selling his food—a striking image that has earned him the title of “The Educated Agidi Seller.” With Hero Lager Beer’s ongoing campaign to celebrate resilience and pride, we saw Moses’s story as a perfect way to show how everyday heroes rise, regardless of circumstances.

Our mission was to share Moses’s inspiring story. We aimed to highlight his unique approach to street vending, his pride in his work, and the resilience that led him to redefine perceptions in his community. This campaign would not only spotlight Moses’s journey but also inspire others to pursue excellence and self-respect in their daily lives.

Moses’s story is a true inspiration. Our goal was to capture his dignity and the pride he carries in his work, to show that respect for oneself and one’s craft transcends professions.

Victor Bassey

Creative Director

Advertising Campaign

Theme 1: Pride in Your Work

Concept: For Moses, the act of selling agidi isn’t just a job; it’s a source of pride. By dressing in formal attire each day, he challenges the perception of street vending and brings dignity to his role. This theme showcases Moses in his work environment, dressed to represent the pride he takes in his journey.
Signature Shot: Moses serving agidi with a calm yet confident expression, dressed in a crisp shirt and tie, with Hero Lager Beer visible in the background—a symbol of pride and hard work.

Theme 2: Transformation Through Resilience

Concept: Highlighting Moses’s journey of resilience, this theme captures the daily challenges he faces in street vending and the steadfast dedication he brings to it. Through close-up shots and candid captures, we emphasize Moses’s persistence and the respect he commands.
Signature Shot: A powerful image of Moses mid-sale, handing agidi to a customer, with a look of determination that speaks to his hard-earned respect.

Theme 3: Community Inspiration – “Every Role Has Dignity”

Concept: Moses’s approach has changed how his community sees street vending. This theme focuses on the positive impact of his presence, with reactions from community members and the confidence he’s inspired in others. Here, we celebrate Moses’s influence as a local hero.
Signature Shot: Moses with a group of local vendors, smiling as they talk—capturing the camaraderie and admiration he’s built.

Results

Moses’s story resonated on social media, especially with messages of resilience and pride. The campaign not only drove engagement but also inspired community dialogue about pride in one’s work and reshaping expectations.

Local and national media took notice, further amplifying Hero Lager’s message of celebrating everyday heroes.

Moses’s story is everything we stand for. Through this campaign, we could show how Hero Lager is more than a drink—it’s a celebration of pride, persistence, and the heroes among us.

Mr. Dubem Orji

Marketing Manager, Hero Lager Beer

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