African Marketing Confederation Awards: four campaigns, four ways to make a brand matter

Our selection spans Tunisia, Nigeria, Angola and Mozambique. Each starts from a different communication challenge, with creative choices that marketers can learn from well beyond their own sector.

Carrefour: giving football supporters a voice

In Tunisia, Carrefour’s Grinta Boys campaign invited customers and football supporters to record messages for the national team. Muse Agency combined their voices and chants, using AI to create an original song, “12 Million Voices”. The work received the Best Use of Local Insights award.

Football already comes with its own songs, rituals and collective emotions. Carrefour gave supporters a way to contribute to that shared experience, making their voices the material for the campaign.

For brands, there is something worth taking from this approach: participation feels meaningful when people can recognise their contribution in the finished work. The technology helped assemble the song; the supporters gave it a reason to matter.

Zuri Seasoning: finding a place at the Ramadan table

During its first Ramadan in Nigeria, Zuri Seasoning, a UAC Foods brand, shared daily Suhur and Iftar recipes, partnered with local food creators and encouraged audiences to recreate the dishes. The campaign won Best Social Media Campaign.

The idea connected the product to a practical question: what shall we cook? Recipes showed where the seasoning could fit, while food creators brought their own familiarity and style to the preparation.

For other brands, the lesson is to think carefully about their role within a cultural occasion. Here, meal inspiration offered a useful entry point and a clear path from watching content to trying the product.

Mercury: making a business transition clear

Angola’s Mercury used “Beyond Connection” to mark its transition from MSTelcom to a broader digital-services brand. Connectivity and infrastructure anchored the positioning. The campaign received the Most Effective Campaign award.

A business transition creates a communication challenge: existing customers need to understand what has changed, while potential customers need a reason to take a fresh look.

Mercury’s example raises a useful question for any rebrand: does the work help people understand the offer? A new identity has a practical job to do, connecting the company’s ambitions with services customers can recognise and consider.

Inhambane: connecting tourism and investment

In Mozambique, StandUp MÍDIA’s campaign presented Inhambane through its appeal to tourists and its opportunities for business and investment. It received the Tourism & Destination Marketing award.

This gives the destination several routes into people’s plans. Someone might consider a visit; a business owner might see an opportunity to establish a presence.

For place marketers, the takeaway is to build a coherent destination story while giving each audience specific reasons to act. Visitor interest and investor confidence require different supporting information.

Across all four examples, creative recognition opens a valuable conversation. Understanding effectiveness requires evidence of what followed: product trial, brand consideration, customer enquiries, bookings or investment interest. Those results are not detailed in the campaign summaries reviewed here. For brands learning from the work, the next question is which creative choices helped turn attention into action.

Sources :

African Marketing Confederation — Conférence AMC 2026
African Marketing Confederation — Linkedin