The Brief: We were tasked by Airtel (the lead sponsors of The Voice Nigeria) with creating a theme song for the reality singing competition that would run across all media platforms.
The Solution: We explored a theme that communicated the context of “the partnership that helps in achieving your dreams/the partnership that results in success.” The message was from Airtel’s point of view and was about the context of success treated as a continuous journey and not a destination.
The Result: We coined the expression “I go dey by your side” and used that as the title of the song. The music and lyrics resonated heavily on an emotional level with so many people that it became one of the most referenced brand-related materials in 2017.
