Coca-Cola Wall Murals Signal The Way Forward

Ugo Aliogo writes that murals have served as cultural and historical signposts in public spaces in Nigeria

Murals are a feast for the eyes anywhere you find them. Though created for diverse reasons across the globe, murals serve functions beyond aesthetics. Murals, made beautifully, could be used to enhance the ambience, attract tourists or even send a strong message.

To the well-informed, the memory does not need much of a rejig to recall murals that have left an indelible mark across the world. There are hundreds of examples of murals that not only represented a major cultural shift, but also started movements in favour of the advancement of good causes.

When Shepard Fairey painted Power & Equality, no one could anticipate the sheer influence it would have on civil rights movements. The responses to the powerful art were unprecedented and it earned quite the reputation internationally. The mural, as described by art-oriented publication My Hero, “depicts the black woman of the 60s equal rights era, resplendent in her afro and psychedelic jewellery, the style of the day. Beautiful and proud, she raises her eyes to a future that holds the promise of equality, self-respect and empowerment.”

More recently in May 2020, five artists gathered at Wilshire Boulevard in Santa Monica, USA, and proceeded to paint the word “Togetherness”, represented in “huge letters vibrantly embellished across the plywood panels protecting the windows of the shuttered kitchenware store Sur La Table,” as described by The New York Times. According to the NY Times, the painting was commissioned by Kathleen Rawson, chief executive of Downtown Santa Monica, Inc., in response to the closure of businesses in her district caused by the COVID-19 pandemic. The work was commissioned to represent a ray of hope and to promote unity among those struggling in these difficult times.

In Nigeria, murals have served as cultural and historical signposts in public spaces. Falomo Roundabout in Ikoyi, Under Bridge Stadium in Surulere and some Lagos-owned ferries on the waterways, bear these visual emblems. Arguably, murals have a cross-generational appeal for even toddlers find them attractive as they trudge along the sidewalks with their parents or caregivers in public.

It is the unifying factor that is embedded in murals that have made them become a universal medium of communication and orientation. Murals are refreshing, especially in high-traffic areas where they may impact – consciously or subconsciously – on the attitudes – emotions of passers-by. It is for this reason that Nigeria’s leading beverage brand, Coca-Cola Nigeria Limited is leading this art movement towards celebrating the glaring spirit of our unity experienced this year with its end-of-year celebrations.

Despite the various threats to national unity, there are some unifying experiences for the Nigerian populace, bridging the gap occasioned by individual and community differences. Sports, music, films, theatre, movements, and festivities have brought people of various backgrounds together.

But that is not all. As the country begins to mark its resurgence from a challenging year, it is important that these nuances, diverse traditions, cultures, and moments peppered throughout this year are recognised and showcased with a view to celebrating and portraying how unified we all were this year, and how we can emerge stronger together. Since its entry to Nigeria in 1951, Coca-Cola has constantly and consistently brought a refreshing wave to Nigerians in particular, and the world, in general, through remarkable execution of relevant campaigns, initiatives, and activities that rent a positive space in the minds of consumers, impact them positively and create a lasting impression.

Hence, to celebrate the end-of-year festivities and to encourage Nigerians to focus and reflect on the positive aspects of the year, Coca-Cola Nigeria Limited made the decision to uplift Nigerians with messages of hope and unity. Committed to this mandate, the company partnered with established and internationally acclaimed mural artists in Ayoola Gbolahan and more to paint monumental wall murals on key sites across all regions in the country.

Undoubtedly, Nigeria is a diverse country and these wall murals not only amplify elements that celebrate our shared history and diverse culture, but also present an opportunity for Coca-Cola to celebrate, demonstrate, and express our need to embrace unity, now more than ever before, through art.

In a nutshell, the murals will celebrate the uniqueness within each region, with a specific focus on the people, the culture and the rich heritage of the region, while weaving a consistent thread of togetherness and unity within our diversity.

As the company kicks off end-of-year festivities, Coca-Cola wants to remind the citizens of their uniqueness and history as a people and their strength in numbers through various touchpoints.
While the country has undergone and is going through numerous challenges in 2021, Coca-Cola believes that the ultimate way to elevate above these challenges is by reflecting on the bright spots, which include our sense of community, our hope for the future which never dies, and our resilient spirit. The target locations for the wall murals included Oyo, Rivers and Enugu.

Monumental murals like Coca-Cola’s can be a driving force for pointing us to the meaningful aspects of our shared lives. Like the national currency, murals are lasting visual artforms that can charge us to look on the brighter side of life without a word.

It is expected that these murals will also go beyond enlivening the spirit of Nigerians by serving as tourist attractions as well as cultural emblems that can spark conversations about a one, united Nigeria as evidenced this year, and going forward.