2Baba partners with alcohol brand

Campari, an Italian alcohol brand, says the initiative aligns with its commitment to support the new generation of African creative talent.

The campaign will kick off in Nigeria, featuring top talent including Oxlade, T-Classic and Goodgirl LA. Each artist will produce a music video for their next single in collaboration with an emerging filmmaker and stylist who is pushing the boundaries in their craft.

The creatives involved in each video, together with 2Baba, will also discuss what drives their passion and creativity in an interview series to be aired across West Africa online and on MTV Base West.

The organisers say they plan to roll out the Passion Project in West and East Africa in due course.

“I’ve had a long relationship with Campari, and this is the most exciting project I have collaborated with them on,” 2Baba said. “They are going in deep on this one. It’s not just about using artists to endorse their brand, but really working with them and investing in their talent. We are using this project to support rising stars in taking their passion and turning it into their life’s work, into a career and at the same time putting African creativity in the spotlight.”

“The campaign isn’t only for the artists. It also offers fans the once-in-a-lifetime opportunity to connect with the artists they look up to, and to share the spotlight with them by featuring in one of the music videos,” a statement says.

How to enter

Interested participants can post a picture or video holding Campari and expressing their passion for a chance to be selected. The posts must include the hashtag #PassionProject and tag @camparinigeria.

Eligibility

To be eligible, entrants must:

• Be 18 years or older.
• Be Nigerian citizens and in possession of a valid Nigerian identity document
• Must present a negative COVID test result one day prior to the music video production
• Not be a permanent employee, agent or consultant of Campari Group, any subsidiary company of the Campari group of companies, or any of their business partners, promotional and public relations agencies.

Note: The shoot will take place in the Lagos Metropolitan area. Flights and accommodation will be provided for the winners who do not reside in the area.

Entries are ongoing, and the competition ends on 31 August 2022.

For more information, visit www.camparipassionproject.com.