Orijin Untamed
Year
Client
Guinness Ghana
Challenge
Refresh the Orijin brand and reconnect with its creative, youthful audience.
Goal
Build a campaign that celebrates authenticity and originality.
The Spark - Reigniting a Fading Flame
Orijin, once a symbol of African authenticity, had begun to lose its spark. Our challenge was to revive the brand’s cultural relevance among Ghana’s new generation of creators: bold, expressive, and unapologetically original.
The Idea “Celebrating Orijinality”
We transformed Orijin’s purpose into a movement, a call to creativity. The idea was simple yet powerful: celebrate originality by giving young Ghanaians a platform to express their creative passions in art, music, dance, and poetry.
The Execution
Leading strategy, creative development, and full-scale execution of the Orijin Untamed campaign, we sought to bring the brand to life across every major medium.
Creative & OOH: Conceptualized and produced Ghana’s largest brand mural, painted live by two groundbreaking female artists and unveiled at one of the nation’s biggest art festivals, a bold public celebration of authenticity.
Brand Revamp: Reimagined Orijin’s look with a new label and key visual identity, turning the bottle into a badge of honour and cultural pride.
Experiential: Designed and managed the nationwide “Orijin Untamed” talent hunt, discovering and celebrating hidden gems across art, music, dance, and poetry. Thousands auditioned, and one ultimate creative emerged.
Broadcast Storytelling: Launched a new TVC and radio ad to express the campaign’s creative heartbeat, amplifying the energy of Ghana’s youth and driving emotional connection across mainstream audiences.
Digital & PR Amplification: Through influencer partnerships, social storytelling, and earned media, we built sustained buzz, from pre-launch hype to post-campaign virality.
The result? A 360° experience that reignited Orijin’s cultural flame and put the brand back at the centre of Ghana’s creative conversation.
Impact - A Comeback Written in a Bottle
Business Impact
· Volume ↑ 67% vs prior year
· NSV ↑ 82.2% vs prior year
· Brand Strength: #4 overall
· Distinctiveness ↑ +2.3pts
· Taste Perception ↑ +7.4% (“better than others”)
Digital, OOH & Experiential Impact
· 13.9M impressions
· 8.3M reach
· 5.5M video views
· 1.3M engagements
The campaign reignited national love for Orijin, a brand once fading, now thriving. If there was ever a comeback story written in a bottle, served chilled and enjoyed by all, this was it.
