SOCIAL

BRIEF: Come up with a social first, attention-grabbing idea that launches the Mowalola x New Balance collaboration to a new audience.

Insight: Nigerian creators and fashion designers are often overlooked by African parents due to cultural norms and expectations.

IDEA: Counter Culture - Age Knows No Boundary

Mowalola's parents will be cultural ambassadors showcasing her designs. A targeted Facebook campaign will emphasise embracing Nigerian culture and supporting young and upcoming designers. This will lead to a parent-child design challenge, blending tradition with the New Balance style. The designs will then be promoted globally, highlighting heritage and modern fashion with New Balance's support.

Result:

Featuring Mowalola’s parents and showcasing the Mowalola x New Balance collaboration in a culturally vibrant manner will break the barriers, bridge the generation gap, and inspire African parents to embrace their cultural heritage while supporting and encouraging talent down the street. The parent-child collab will showcase the merging of generations and the power of creativity.

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