– By Enitan Kehinde
General Manager & Lead Consultant, BHM UK
In the world of marketing communications, there are moments that go beyond promotion – moments where campaigns become catalysts for meaningful connections. Heineken’s 150-Year Anniversary Celebration in Africa was one such moment, and having had the rare opportunity to work on this project, I am humbled to share the impact of 10 months of collaboration across Ethiopia, Rwanda, DRC, Mozambique, Ivory Coast, Nigeria, Namibia and South Africa.
The journey began with the opportunity presented to BHM UK to commemorate Heineken’s rich history and legacy in Africa. Recognising the significance of this undertaking, our focus shifted from mere storytelling to crafting an experience that would resonate deeply with communities across the continent.
Central to our approach was collaboration – with Heineken, influencers, media, and various communities. We sought to amplify voices, foster connections, and celebrate shared experiences. From DRC to South Africa, our team worked tirelessly collaborating with teams across seven countries, spanning diverse cultures and languages, to ensure the message reached far and wide.
Africa is important to Heineken, and it’s humbling to get a front-row seat as that was demonstrated through what is perhaps one of the more collaborative and impactful brand-consumer collaborations on the continent in recent times.
At the heart of the campaign was the Hey Neighbour Festival in South Africa – a celebration of Heineken’s legacy that brought together over 65,000 music and beer lovers. It was a moment of unity and joy, where boundaries blurred, and connections were forged.
The collaborative effort across Ethiopia, Rwanda, DRC, Mozambique, Ivory Coast, Nigeria, Namibia, and South Africa yielded content reaching over 200 million people across Africa in countries like Nigeria, South Africa, Ghana, Kenya as well as in Asia, Europe, and the USA. We worked in English, French, Portuguese and Zulu and deployed over 10 part-time and full-time consultants across 11 cities over 10 months.
The impact of the work extended far beyond numbers and metrics. It was seen in the smiles of festival-goers, the conversations sparked, and the sense of community fostered. Through our collaboration with influencers and media outlets, we were able to amplify voices, share stories, and inspire others to join the celebration.
On Wednesday, December 6, 2023, I travelled from London to Johannesburg, to coordinate on-ground activities ahead of the Hey Neighbour Festival. Working with our strategic partners Magna Carta; and in collaboration with the hospitality company Integral Sande, the audio visual company, Maxima Productions Jess Sterk and her team, and the teams from Heineken SA, as well as Matt and everyone at M&C Saatchi Abel, I closed my eyes and imagined how all of this came to be; and how far I have grown as a consultant; how far our company BHM has grown; and how much Heineken has deepened its connection and commitment to Africa since the 1900s.
Waking up on our last day in Pretoria as we prepared to bring the project to an end, all the smiles and conversations with the various teams, consumers and influencers around the breakfast table marked a full circle moment for me showing what the true essence of the campaign was. Yes there was Kendrick Lamar, Swedish House Mafia, Tyla, H.E.R., Sauti Sol, Khalid, Nasty C, Mafikizolo, Sho Madjozi and even Uncle Waffles to name a few. And there were hundreds of thousands of Heineken bottles consumed all through the continent in celebration of a truly remarkable brand. But there were also thousands of fans and consumers living and loving every minute; sharing TikToks; posting on Instagram, and chorusing ‘Happy Anniversary’ to Heineken. It felt good.
Heineken’s 150-Year Anniversary Celebration was not just a milestone; it was a testament to the impact that can be achieved when passion and purpose align. And as I look ahead, I am grateful for the opportunity to continue creating campaigns that celebrate, inspire, and unite.
