Creative Campaigns FMCG & Beverages
Take it slow. Mdogo mdogo.
Tanzania Breweries · Mdogo Mdogo
The challenge
Responsible drinking messages were losing attention, as nightlife audiences tuned out lecture-style corporate messaging.
The insight
“People don’t listen to lectures. They listen to characters who sound like their friends.”
The idea
“Mdogo Mdogo”: a character-led animated content universe built from real social drinking situations.
The work
- Character design and animated content universe
- Short-form social content series
- OOH placed along nightlife corridors
- Point-of-relevance visibility
The results
More engagement with responsible drinking messages
Strong organic digital interaction
A more relatable, culturally grounded TBL voice
3.2M
views at 6.8% engagement
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