The Niger bridge (also known as the Onitsha Bridge) is one the most iconic monuments of Nigeria. The bridge which connects southeastern Nigeria with western Nigeria is over 1,400 meters long and was completed in 1965.
As part of its year-end festivities, Life Lager set out to welcome easterners back home with the bridge of progress parties.
The parties featured some of the best entertainers out from the East such as Flavour and Phyno.
Despite the A-list headliners at these events, one of the more talked topics of conversations has been the Niger bridge recreation which was made of 508 crates of Life beer.
Similar to the Aro Meta statues which were erected at the venues of the One Lagos Fiesta, this recreation of the Niger bridge is the perfect homage to the Igbo people and its culture.
The bridge of progress party is themed around welcoming the Igbos back home after some time away and the recreated bridge offers a literal and metaphorical depiction of this idea.
Fans who attend these parties are ushered through the bridge, and what typically follows is a night like no other.
No other beer brand is this passionate about culture, no other brand is this proud of heritage.
The parties are often a celebration of progress with a combination of classic highlife music as well as contemporary indigenous music providing the rhythm for the night.
The ambience is unmistakably Igbo, with the chattering of glasses, and the signature Igbo kwenu greetings reigning supreme across venue.
Everywhere you look, in every corner of these venues, you see the pride of being true to your roots.
Life beer on its part has continued to champion this idea, reveling in the premise of being unapologetically Igbo.
The brand theme “Progress is Life” is a double entendre. Highlighting a clever play on words with the brand name, but also referencing a core premise that guides all of Life Beer’s consumer activities.
Last year the brand organized two very interesting initiatives. The first, a highlife talent show celebrating the best homegrown highlife talent.
The other involved a financial grant given to hundreds of entrepreneurs across the southeast.
One common theme across these two initiatives is a commitment to the betterment of the people.
The bridge of progress parties caps this off with immense style, bringing together the best of culture, music, and tradition.
The recreated bridge by Life lager simply adds to the growing list of innovative ways the brand continues to deepen its already impressive relationship with its consumers.