Daje, ànd, gagner !
Prize(s):
Honorable Mention 2026 Multimedia Design / Social Media Campaign
Company Name:Ag Partners Publicis Africa Group
Lead Designer(s) Name(s):Olivier Marchetti
Design Team / Other designer(s):Déthié DIAGNE ; Olivier MOURGAYE; Maïmouna GUEYE ; Dudu fait des vidéos
Other Contributor(s):Fatou SENE GUEYE ; David Vallier ; Ibra Almamy DIA
Client Name:European Union in Senegal
Photo Credit: Diakus
Project Location:Sénégal
Design Status:Commercialized
Video URL:View
Project Description:
The «Dajé, ànd, gagner!» campaign was designed to re-establish authentic dialogue and demonstrate the partnership's concrete impact. To achieve this, it was necessary to break with the codes of traditional institutional communication. The strategy: Form: combining corporate and urban culture to break with convention. The creative universe features Bilou XIV, a beatmaker from the Senegalese rap scene, and graphics inspired by urban artist Tampidaro. In terms of content, the campaign tells the true stories of young people who benefit directlyfrom the partnership.This includes infrastructurethatbringspeopletogether, training that opens up opportunities and sustainable jobs that support their dreams. All of this is recounted in a manifesto film called Vision and three «evidence» films. And, of course, we reach out to them on their own turf: digital platforms. The campaign draws on the influence of inspiring figures such as Dudu and Faynara through a two-year programme.
The «Dajé, ànd, gagner!» campaign was designed to re-establish authentic dialogue and demonstrate the partnership's concrete impact. To achieve this, it was necessary to break with the codes of traditional institutional communication. The strategy: Form: combining corporate and urban culture to break with convention. The creative universe features Bilou XIV, a beatmaker from the Senegalese rap scene, and graphics inspired by urban artist Tampidaro. In terms of content, the campaign tells the true stories of young people who benefit directlyfrom the partnership.This includes infrastructurethatbringspeopletogether, training that opens up opportunities and sustainable jobs that support their dreams. All of this is recounted in a manifesto film called Vision and three «evidence» films. And, of course, we reach out to them on their own turf: digital platforms. The campaign draws on the influence of inspiring figures such as Dudu and Faynara through a two-year programme.
Project Innovation / Specification:
How ? A strong launch: the web show Samedi Confessions, a popular talk show hosted by an influential comedian, with Yuta, the European Commissioner for Foreign Affairs, as a special guest. This marked the first public discovery of the partnership and was well received. Massive distribution: the Vision film and'proof'films were shared on Meta and YouTube, as well as being distributed programmatically. This was followed by three vlogs filmed in different regions of Senegal by an unusual pair of influencers. Audiences followed this experience as a series of discoveries, generating spontaneous content and behind-the-scenes footage, as well as creating a buzz around the influencers. Young people reacted enthusiastically to projects that spoke to them, valuing peers who resembled them.
How ? A strong launch: the web show Samedi Confessions, a popular talk show hosted by an influential comedian, with Yuta, the European Commissioner for Foreign Affairs, as a special guest. This marked the first public discovery of the partnership and was well received. Massive distribution: the Vision film and'proof'films were shared on Meta and YouTube, as well as being distributed programmatically. This was followed by three vlogs filmed in different regions of Senegal by an unusual pair of influencers. Audiences followed this experience as a series of discoveries, generating spontaneous content and behind-the-scenes footage, as well as creating a buzz around the influencers. Young people reacted enthusiastically to projects that spoke to them, valuing peers who resembled them.
Local and Regional Impacts of the Project:
The results: An unprecedented success in Senegal: • Digital reach far exceeding targets: 104 million impressions vs. the expected 25 million. • Record engagement rates of up to 26%*. • Attention measured at 95%*. • A "good impression" of the campaign was reported by 99% of respondents*. • An improved perception of the EU among young people (83%)*. • Remarkable performance of videos and carousels, which were perfectly adapted to local usage. Beyond the figures, the impact is clear: previously, every EU publication attracted its fair share of negative comments fuelled by active haters. However, with this campaign, particularly on YouTube, virtually no negative comments were recorded. On the contrary, positive messages emerged, as well as many young people eager to find out how to join the pr
The results: An unprecedented success in Senegal: • Digital reach far exceeding targets: 104 million impressions vs. the expected 25 million. • Record engagement rates of up to 26%*. • Attention measured at 95%*. • A "good impression" of the campaign was reported by 99% of respondents*. • An improved perception of the EU among young people (83%)*. • Remarkable performance of videos and carousels, which were perfectly adapted to local usage. Beyond the figures, the impact is clear: previously, every EU publication attracted its fair share of negative comments fuelled by active haters. However, with this campaign, particularly on YouTube, virtually no negative comments were recorded. On the contrary, positive messages emerged, as well as many young people eager to find out how to join the pr
