For the second year running, Space, has developed a striking new out-of-home (OOH) campaign across print and digital for Glenfiddich, the world’s number 1 whisky brand, in Nigeria.

The ‘Celebrate the Bold’ campaign continues in its mission to embed the brand within modern luxury culture and to recruit new consumers, focussing on 25–50-year-old Nigerians to embrace challenges, confront fears and break through barriers on their path to success.

To connect with this aspirational audience who are inspired by success stories of other Nigerians who are not afraid to take risks to “make it”, the campaign spotlights three influential cultural mavericks, each representing a unique expression of the Glenfiddich whisky portfolio.

• Ifeanyi Nwune – A visionary Nigerian fashion designer, creative director, and entrepreneur known for fusing traditional African elements with contemporary streetwear. Ifeanyi represents Glenfiddich 12-year-old.
• Nancy Isime – a Nigerian actress, TV host, and model. An entertainer and fashion icon, celebrated for her talent, style, and influence. Nancy embodies Glenfiddich 15-year-old.
• Mr Eazi – a Nigerian singer and entrepreneur known for pioneering Banku Music, and for supporting emerging African artists. Mr Eazi represents Glenfiddich 18-year-old.

The campaign which launched in October 2024 sees new creative executions appear across high-profile out-of-home placements; from roadside posters to prominent retail locations, through to 50-meter-high, multi-panel building takeovers.

Space defined the creative strategy, art direction and post-production to ensure the campaign’s aesthetic perfectly aligned with Glenfiddich’s luxury image.