The key to growth is the foundation of one's roots. It takes deep conditioning, real and rich bonds, and repeated practice that becomes so second nature it embodies who you are. When done with others growing just like you, we create strength and volume. When she wins, we win. When she grows, we all grow.

Grow By African Pride

The challenge: develop an overarching campaign platform to promote every aspect of our love for Growth, without feeling contrived, in effort to create a long-lasting emotional bond with the African Pride brand, ethos, and therefore its products.

The result: an empowering and adored campaign, released as an opening trailer for Marvel’s Black Panther Wakanda Forever in theaters and streaming services nationwide. Using facial expression tracking software, the campaign received the highest admiration rankings and resulted in an increase in brand awareness, brand inquiries, and conversions.

Watch the Campaign