The agency says that 2023 represents a significant milestone as we celebrate the 70th edition of the Cannes Lions International Festival of Creativity.

This event takes place from Monday, 19 June to Friday, 23 June, with entries from around the globe.

The festival aims to unite creative professionals from diverse backgrounds to admire, honour and acknowledge the outstanding and most imaginative work internationally which both sets the benchmark and drives our industry forward.

The Trophy Stout 'Reclaim Your DNA' campaign aims to challenge the British Museum, which holds captive over 900 objects from the historic Kingdom of Benin, including the Benin Bronze artefacts that were pillaged from Nigeria by British troops.

The campaign creates an opportunity for Nigerians to connect and engage with their past and petition towards bringing their national treasures home.

This work was created in collaboration with DENTSU CREATIVE SSA and client AB InBev. As a proudly 100% homegrown beer brand with a rich history of supporting Nigerian cultural endeavours, Trophy Stout is determined to restore these treasures to the hands of Nigeria where they rightfully belong.

The campaign revolutionised the concept of a museum experience by crafting an immersive digital journey that stands to rival any traditional exhibits, says the agency. Users were granted the opportunity to delve into the captivating history of the Benin Bronzes while simultaneously engaging with exclusive, ephemeral digital artworks that drew inspiration from the originals.

Furthermore, this initiative provided a free, accessible platform for everyone, enabling users to not only explore the digital art but also download 3D versions of the unique artwork.

Dentsu says that it saw exceptional results from this campaign, culminating in over 390 000 Nigerian sign-ups, the largest petition in Africa to date, 150 million earned impressions and 50 million Nigerians reached.

With over 97 Benin Bronzes returned as a result of this massively successful campaign, dentsu concludes that it is routing for an African win.

For more information, visit www.dentsu.com. You can also follow dentsu on Facebook, Twitter or on Instagram.