Changing the global narrative around the continent
SectorBusiness & Finance
Brand awareness | Market Growth
Access Bank wanted to change the global narrative about Africa, connecting the world to the continent by celebrating the dynamism and creativity of African talents.
CNNIC developed a multi-platform campaign centered around the exclusive sponsorship of Africa Avant-Garde, a new CNN feature showcasing innovators and creators working across art, design, music, film and fashion.
Across editorial and commercial, the content was designed to complement the other and maximise targeted global appeal and audience reach.
Services this project covered
CNN editorial sponsorship
Sponsorship was rolled out across TV, digital and social. On TV, Access Bank held sponsorship of Africa Avant-Garde segments and sponsored vignettes. They had digital sponsorship of a dedicated online hub with 100% share-of-voice (SOV) and content was also extended across social.
Across TV, the campaign showcased Access Bank in the opening and closing sponsorship billboards and centre break sponsorship of the Africa Avant-Garde. Each episode provided global viewers with a compelling look at the innovative designers, talented artists and those driving creativity in Africa.
Contemporary African Art
The debut Africa Avant-Garde programme focused on contemporary African art and featured El Anatsui, Yinka Shonibare and Kehinde Wiley, among others.
From designers championed by Beyoncé to photographers shooting Vogue covers,
Africa’s influence on the fashion world has never been more visible. Meet the people who are making sure it remains cutting-edge.
Promotion played a key part in this campaign, with content posted on CNNI's social handles to engage with a wider off-platform audience. WarnerMedia’s proprietary software Launchpad was used to amplify the impact.
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