Dance for Change
United Nations IFAD
May 2019
Creative Direction
Digital Design
Digital Strategy
Front-end Development
Social Engagement
Video-Motion
The Our future is here campaign for IFAD culminated with the #DanceforChange Challenge in partnership with TikTok and afrobeats superstar Mr. Eazi. It attracted a global audience of millions and inspired tens of thousands of young people to create their own dance videos as a virtual petition calling for more investment in rural youth.
Freedom
We approached rising afro-pop superstars Mr Eazi, GuiltyBeatz and J Derobie and they kindly composed and performed the original song Freedom for the campaign.
A music video was shot in Cameroon, featuring world-renowned choreographer Sherrie Silver visiting IFAD-supported projects led by young agri-preneurs.
I led brainstorming sessions which resulted in a partnership with the popular video-sharing mobile-app TikTok. The campaign culminated in millions of views and significant exposure.
