After the launch of two new language services Igbo and Yoruba in Nigeria, the British Broadcasting Corporation (BBC) World Service has commissioned a huge art installation in Lagos to support its Make More Of Your World campaign.
Renowned GIF-graffiti artist, Insa, was on ground to add beauty to the campaign with his amazing artwork. Insa split the wall into different frames to beautifully illustrate the story of tech and business growth.
The narrative is brought to life using an image that changes ever so slightly each time, a labour-intensive and meticulous task. The end result is a looping ‘Gif’ that blurs the offline and online worlds.On either side of the wall, people can scan QR codes taking them to YouTube pages, where audiences can view the 30-second TV ad.
According to the Marketing Manager, BBC World Service, Kate Jacobson, “BBC Pidgin was launched about a year ago and after several considerations, it decided to connect with more tribes.“This work is part of the big marketing campaign. We want to let Nigerians know that BBC is available in all these language services and we are about giving a different perspective; having a different perspective gives you opportunity to create things for yourself and make more of your world.
“We use art for Make More Of Your World campaign, because it’s a universal connection, it’s also a beautiful way of expressing what we’re trying to do, what we are trying to depict through our services so, we’re trying to show in our art work that you can get a broader knowledge of the world through our service.”
On the project in the university, she said, “we are excited to engage with youths, especially in universities, where people come for knowledge. “As part of the campaign, the BBC Marketing team commissioned a wall at the University of Lagos, where Insa produced a bespoke artwork that connects directly with its surroundings, literally making more of the world around us.
“This brand campaign highlights new BBC World Service local languages that are now available to audiences in Nigeria. The main objective is to drive reach and to position the network as a news provider that offers something unique for audiences.”
Lisa Santoro, Head of BBC Marketing, World Service, said: “This was an extremely ambitious campaign from the outset. The extensive market research, developing a creative proposition that would work across an entire country and launching in four languages was an amazing achievement. We delivered an integrated marketing campaign that allowed us to be innovative, creative and dynamic in a fast moving, competitive market.”
The artist, Insa, said, “this is the project of BBC and part of her commitment to art and the advancement of technology and what will be relevant to this location. We are in a university where there is a lot of business, economy, technology learning. The unique thing about my work is that I make inanimate painting. I create work in the physical space, but I also live online. Most of the information is online. We are now used to living with our phones, technology for information. We live in the physical world and also online.
“This is my first time in Nigeria and I love Lagos. I’ve been inspired by the traditional fabrics, of course, I come from South London and I am used to the Nigerian textile, but coming here, I see more amazing colour.”
Source: G Entertainment