Malta Guinness has unveiled a large-scale profession-themed mosaic installation at Shitta Roundabout in Lagos as part of its new “Every Side Of You” consumer campaign targeted at celebrating creativity, ambition, and self-expression among young Nigerians.
The outdoor installation, described as the first of its kind in Nigeria, was created using real-life items contributed by individuals from different professional backgrounds, transforming a busy Lagos public space into a unique blend of art, culture, and brand engagement.
The project features the phrase “Every Side Of You” carefully designed with materials representing various careers including medicine, sports, fashion, law, and education. Items used in the installation include fabric pieces, sporting accessories, medical tools, educational materials, and legal work instruments donated by young professionals across the country.
Brandspur Brand News reports that the campaign reflects Malta Guinness’ growing investment in experiential marketing and consumer-driven storytelling aimed at deepening emotional connections with Nigeria’s youth population.
According to the brand, the initiative was developed to highlight the diverse talents, passions, and aspirations of modern consumers while encouraging people to embrace every dimension of their personal and professional identities.
By turning everyday career tools into a public art installation, Malta Guinness transformed a major traffic location in Lagos into an interactive brand experience designed to attract both commuters and digital audiences.
The Shitta Roundabout location was selected because of its strategic visibility and heavy daily movement of motorists and pedestrians, giving the installation strong public exposure and continuous audience engagement.
Marketing analysts say the initiative demonstrates how brands are increasingly shifting toward non-traditional advertising strategies that combine public art, community participation, and social interaction to strengthen consumer loyalty and visibility.
The company is also expected to drive additional engagement around the installation through social media conversations, on-ground activities, and digital storytelling connected to the “Every Side Of You” campaign.
Industry observers note that the use of community-sourced materials and career-themed symbolism positions the campaign as more than a conventional outdoor advertisement, but as a cultural activation celebrating individuality, creativity, and youth identity.
Malta Guinness continues to expand its presence within Nigeria’s lifestyle and youth market through campaigns focused on authenticity, inclusion, and consumer participation, while leveraging innovative public engagement strategies to strengthen brand relevance.
