Overview

To mark Ethiopia’s New Year, we partnered with Saint George Beer to launch #BeMelaEnifka—a bold digital campaign that celebrated individuality, cultural pride, and self-expression. The campaign invited young Ethiopians to show up in their most vibrant, unapologetic looks and embrace the MELA spirit, a mindset of confidence and originality. Through fashion, music, and satire, we built a movement that turned a national moment into a cultural statement.