In a powerful celebration of Nigerian resilience and ambition, Planet Bottling Company has partnered with EbonyLife Creative Academy to produce two groundbreaking films that spotlight the extraordinary stories of female keke drivers across the country.
Showcasing Nigerian Hustle Through Film
The collaboration recently hosted an exclusive preview event attended by press members, Planet Bottling Company staff, and EbonyLife Creative Academy representatives. The showcase featured both a short film and a documentary that capture the essence of everyday Nigerian determination and drive.
These cinematic projects form part of the marketing initiative for Reaktor energy drink, which entered the Nigerian market in 2023. The films perfectly align with the brand's "push your limits" philosophy, targeting Nigerians who face demanding schedules, long commutes, and challenging work environments.
Push and Start: A Story of Ambition
The short film, titled "Push and Start," follows the journey of Folake, a 25-year-old keke driver with dreams that extend far beyond her daily routes. Her character aspires to study Mechanical Engineering abroad, and when a street racing competition arrives at her park, she recognizes it as more than just an opportunity for prize money—it represents a chance to transform her future.
Director Ashimedua Odiachi explained the creative vision behind the project: "We carefully considered who the brand represents—Nigerian hustlers. Female keke and bus drivers often remain underrepresented in media, so this initiative provided the perfect platform to bring their narratives to the forefront while staying authentic to the brand's core values."
Documentary Highlights Real-Life Heroes
The accompanying documentary takes a more direct approach, focusing on three actual female keke drivers as they navigate the challenges of a male-dominated industry. The film explores their personal motivations, daily struggles, and significant achievements, while also showing how they balance professional responsibilities with family life.
Director Zorah Collistus emphasized the importance of authenticity in the documentary's creation: "Our main challenge was identifying subjects who would be genuine on camera rather than performing for the lens. We prioritized organic storytelling that reflects their real experiences."
The documentary achieves remarkable emotional depth, presenting viewers with authentic slices of life that feel both relatable and inspiring. The natural pacing and focus on genuine experiences create strong connections between the audience and the women's personal journeys.
Brand Perspective and Social Impact
Franklyn Eluagu, Marketing Communication Manager at Planet Bottling Company, detailed the reasoning behind this innovative collaboration: "Reaktor embodies the spirit of social climbers—individuals progressing toward success. The concepts proposed by the academy captured this essence perfectly. For women excelling in keke driving, a field traditionally dominated by men, the alignment was natural. Reaktor positions itself not as the cause of success, but as a supportive partner during those moments when energy dwindles and the hustle feels overwhelming."
The project demonstrates a careful balance between brand messaging and authentic storytelling. While Reaktor's theme of ambition remains present throughout both films, the brand never overshadows the powerful narratives of struggle, aspiration, and perseverance.
Planet Bottling Company, the parent organization behind Reaktor, has established itself as a producer of quality beverages that combine taste, health benefits, and value for Nigerian consumers. This partnership with EbonyLife Creative Academy reinforces both the energy drink's message of pushing boundaries and the company's broader commitment to excellence and innovation within Nigeria's competitive beverage market.
Empowering Emerging Filmmakers
Beyond celebrating female keke drivers, the collaboration provided valuable hands-on experience for students at EbonyLife Creative Academy. The projects demonstrate that even within branded content initiatives, meaningful and authentic stories can emerge when creative vision aligns with social purpose.
Both films highlight ordinary Nigerians achieving extraordinary feats through determination and hard work, allowing audiences to connect with universal themes of ambition and perseverance on a deeply personal level.
Although the initial cinema screening had limited availability, both the short film and documentary are scheduled for public release in the coming weeks. Viewers can anticipate a compelling blend of narrative storytelling and real-life experiences that explore themes of ambition, resilience, and unwavering determination.
This cinematic showcase reinforces a simple yet powerful message: Nigerian hustle manifests in countless forms, and those who consistently push their limits deserve recognition and support—with Reaktor positioned as a companion on their challenging journeys toward success.
