The Adventures of Mama Made

Cooking smoke from dirty fuel is the third leading killer in Nigeria, behind malaria and HIV. Enter Upgrade to Gas: Cooking just got smarter, better, and faster. A category brand that speaks to a new generation of Nigerian women’s desire for modernity and social mobility. To bring this to life, we created a telenovela series "The Adventures of Mama Imade" with short, easily shared episodes, along with branded educational materials, swag, and launch events.