Guinness Nigeria has erected a large-scale mosaic in Surulere, Lagos, built from career tools and personal items contributed by young Nigerians across Lagos, Kaduna, and Enugu, as part of its “Every Side of You” consumer campaign.
The installation, positioned at Shitta Roundabout, used fabric, sporting equipment, medical instruments, educational materials, and legal items donated by participants. The phrase “Every Side of You” was rendered across the structure using those contributions.
Rotimi Odusola, Corporate Relations and Legal Director at Guinness Nigeria, said the mosaic demonstrated the brand’s view that consumer engagement should reflect the communities it targets. “The Malta Guinness ‘Every Side of You’ mosaic is a remarkable demonstration of that belief, built on collaboration, creativity, and inclusion,” Odusola said in a statement.
Managing Director Girish Sharma described the Surulere installation as consistent with Guinness Nigeria’s wider cultural calendar. “Through Malta Guinness, we continue to champion optimism, self-expression, and togetherness, all of which lie at the heart of Nigerian culture,” he said.
Youth influencer and brand ambassador Asherkine led the co-creation process. Influencers Enioluwa Adeoluwa and Rachael Okonkwo, recently appointed as Malta Guinness ambassadors, attended the unveiling.
The Shitta Roundabout location serves one of Surulere’s busiest traffic corridors. Guinness Nigeria said it will extend campaign activity through social media and on-ground events tied to the installation.
The mosaic follows Malta Guinness’s multi-brand sponsorship of the 12th Africa Magic Viewers’ Choice Awards in May, where the brand extended the “Every Side of You” campaign into the entertainment space alongside Guinness, Orijin, and Smirnoff. Whether Guinness Nigeria plans to replicate similar installations in Kaduna or Enugu, where contributor outreach was also conducted, has not been announced.
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