Trophy Stout makes history as first Nigerian brand shortlisted for Cannes Lions Festival

Nigeria has achieved a momentous milestone at the renowned Cannes Lions International Festival of Creativity, as Trophy Stout becomes the first-ever Nigerian brand to be shortlisted. The iconic “Reclaim Your DNA” campaign spearheaded by AB InBev and Dentsu Creative Africa has garnered international recognition for its compelling message and innovative approach. The campaign’s primary objective was to seek reparation for the stolen artifacts looted by British colonial troops during the invasion of the ancient Benin Kingdom’s wealthy capital in 1897. At the heart of the historic campaign was Trophy Stout, the only indigenous stout brewed in Nigeria. Through the “Reclaim Your DNA” campaign, the brand aimed to raise awareness about the ongoing impact and cultural vandalism caused by British colonialism. Trophy Stout, in collaboration with Dentsu Creative Africa, embarked on this mission to exert pressure on the UK Government to return the famous Benin Bronzes to Nigeria, thereby protecting the nation’s cultural heritage. To maximize the reach of the campaign, hundreds of thousands of Trophy Stout cans were branded with the “Reclaim Your DNA” message, complemented by out-of-home (OOH) advertisements and engaging social activations.