Nigerian beer brand announces initiative for emerging creatives

The competition, which will run from October to January, will reward the winners with cash prizes and mentorships by industry vets. It also forms part of efforts by the company to drive growth in the West African country’s arts sector, which has been negatively affected by the COVID-19 pandemic.

Award-winning rapper Falz and filmmaker Femi Adebayo have been named as ambassadors of the initiative.

“We are acutely aware of the challenge of unemployment that continues to plague millions of young people in Nigeria, and creatives in particular,” International Breweries marketing director Tolulope Adedeji said at the launch of the campaign in Lagos.

“Therefore, we considered it important and are delighted to be launching the Trophy Stand By Me initiative in fulfilment of our desire to lend a hand of support to the numerous creative talents that abound in the country.”

The Trophy Stand By Me challenge is open to individuals 18 years and older and requires them to interpret the campaign’s theme, Na Who Stand By Me Be My Honourable, in a 60-second video featuring the company’s flagship Trophy Lager. This can be done through music, dance, photography, acting, music and comedy, among other artistic disciplines.

The video entries will be posted on Trophy’s social media pages, which the participants must follow, within two weeks of the commencement of the initiative.

The company’s marketing manager, Bamise Oyegbami, said: “After a thorough shortlisting process, 100 winners will receive a ₦100 000 (about $250) allowance from Trophy for three months. In the following months, they will be narrowed down to 20 based on their performances in a series of tasks.

“In the fourth month, 20 winners, who will be coached by industry leaders, will emerge after yet another round of tasks and assignments have been completed. Upon the assessment of the industry leaders, who double up as coaches, three final winners, who will receive ₦1m contracts each, will be selected.”