In the realm of advertising, evolution is the key to staying relevant, and 5Alive’s latest endeavor, “How Do You Pulp It?” is a testament to this philosophy. Building upon an existing commercial, this project breathes new life into the campaign, infusing it with the vibrant spirit of contemporary Nigeria.
Approach: Our approach to this project is rooted in respect for the original commercial’s dynamic energy while endeavoring to bridge cultural and thematic gaps to resonate deeply with a Nigerian and broader African audience. Rather than a mere translation, our aim is a targeted evolution of the original concept.
Look and Feel: To capture the essence of youthful, modern Nigeria, we employ a vivid color palette, high-energy camera movements, and meticulous scene orchestration. Each frame pulsates with the vibrancy of Nigerian life, creating an immersive visual experience.
Performance: Our cast, authentically Nigerian and predominantly youthful, embodies the exuberance and quirkiness of Nigerian culture. Every moment of consumption becomes a mini-theatrical event, with facial expressions and timed reactions accentuating the refreshment cues of 5Alive.
Art Direction: Drawing inspiration from modern African aesthetics, our art direction embraces urban elements while remaining rooted in Nigerian settings. This approach ensures that the campaign resonates across the continent while maintaining a distinct Nigerian identity.
Styling and Wardrobe: Wardrobe choices reflect the dual influences shaping today’s young Africans, blending modern African and Western styles. This hybrid approach mirrors the dynamic cultural landscape of Nigeria.
Music and Sound Design: Sound design enhances the sensory experience of consuming 5Alive, amplifying its “pulpiness” with each sip. Lively music, potentially featuring popular Nigerian tunes, adds an extra layer of authenticity to the campaign.
Locations: Filmed in iconic Nigerian locales, the commercial captures the energy and vibrancy of the country, providing a backdrop that resonates with the target audience.
In the Edit: With 30-second spots that can be seamlessly edited into standalone 15-second versions, we ensure maximum flexibility without compromising narrative coherence, allowing the campaign to adapt to various platforms and audiences.
In March 2024, this groundbreaking campaign, “How Do You Pulp It?” was launched in Nigeria, spearheaded by Ogilvy Nigeria. As a film medium campaign in the Soft Drinks industry, it represents a bold step forward in engaging with consumers in a rapidly evolving market.
