The campaign was to inspire Pidgin speakers across Nigeria to visit our site, engage with our content and become regular BBC Pidgin consumers. 

They wanted something fun, something clever and something that would shift perceptions of the BBC being old and stuffy. 

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There are those moments in life where you just can't find the right words...Pidgin is different.

The language is always evolving; If a word doesn't exist you change one, put two together or just come up with something completely fresh.

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Embracing the fluidity of the language, we created fun, clever and sharable words which related back to our content. Our aim was to get our audience involved, making up their own words and becoming part of the campaign. So I created a number of fun, playful social assets highlighting the uniqueness and making the most of the innate vibrancy, energy and positivity of the Pidgin language.