MTN HYPE at Y’ello Village — Live with Ruger (MTN Benin, 2024)

As Senior Creative Lead, I spearheaded the strategy and creative direction for MTN HYPE’s Y’ello Village activation in Cotonou. The challenge was to elevate MTN HYPE beyond a data plan and position it as a cultural lifestyle brand for Gen Z and young millennials.

We conceptualized and executed an immersive live experience headlined by Nigerian music star Ruger, designed exclusively for MTN HYPE subscribers. The event merged music, youth culture, and brand engagement through vibrant HYPE-branded setups, interactive photo zones, and influencer-driven content to amplify social reach.

Impact: Thousands attended, the event trended across TikTok and Instagram, and MTN HYPE successfully cemented its status as a cultural connector for young audiences, driving brand love and adoption across Benin.