The unveil TVC - 'Abasinmi Aiyayah' - Equal Transformation

Those were the days..

Working with a team of seasoned chaps in what was then called the re-branding project team, we defined the look and feel, the language and speak and the personality of the emerging, refreshed brand FCMB.

The year was 2006, I then worked in service quality and quality control, but had the unforgettable honour of being nominated to be part of the project team;  sub-team, a two-member team, T-Sho!, I hail o,... lol.

Together, we were the sub-team on Advertising and External Communications. Our deliverables were:

- Create a go-to-market campaign that would position the brand as emotive, within reach, professional, confident, and high on rational benefits, a proudly African, proudly Nigerian brand.

- Create brand re-launch communications that would immediately show the freshness and futuristic outlook of the new FCMB

- Create a baseline CSR strategy for the new brand

- Articulate a Strategy for the new brand and implement the same.

Those were fun days... well, like they say, we came, we saw we conquered.

In all, my most memorable moments happened while putting together this TVC and the communications campaign as a whole. The sleepless nights, the project meetings, and having to work with a CEO who knew where the brand was coming from, where it was going, and how to guide us there...

And so was born the FCMB SUCCEED  campaign, the coming together of the two gold bars (my first crack at planning and executing adverts for FCMB)

Here is the multi-award-winning EQUAL TRANSFORMATION TV Commercial (click to view)

And there it is, the award-winning Succeed TVC, fondly called Abasi Aiyaiyah due to the music score (It won 2 creative awards for advertising) one while it was still being flighted, and the second award, 5 months after the campaign had been rested.

Some of you may recall the teaser press adverts...

Teaser 2

 Remember this?

I shall not go into creative and messaging strategy here, nor would I get carried away and attempt to compartmentalize the creative rationale.


P.S: Henry B, T-Sho, Tai Solo, it was mad fun working with you guys on this.

Like my goon Whitney, 'Minnie' Mezue would say, Peace (peace sign with two fingers) in the Middle East!

I'm out!