What if we could add two words to our national motto?

It currently says ‘Unity, Faith, Peace and Progress’ but ‘Wanderlust’ and ‘Family’ might as well fit right in.

The proclivity of the Nigerian to travel, to settle and succeed in lands far away, oceans apart from home is well documented. As the country with the largest population of black persons on earth, it shouldn’t be surprising that every one in ten black persons encountered abroad, has Nigerian genes. We brave new languages, unfamiliar weather, and diverse cultures to make a home in foreign lands.

It is the Nigerian way.

At the same time, no matter the distance, or length of time, we stay close to home in the hearts of the ones we love. Family is all important. We eventually return, bringing with us stories and keepsakes of our journeys. We may return for funerals, weddings, birthdays, anniversaries, or for the simple tradition of ringing in a new year with our nearest and dearest.

It is the Nigerian factor.

Given Heineken’s recent release of videos for its ‘Credentials’ campaign, it appears the Dutch international brand has done some homework and came up with clever ways to celebrate the Nigerian spirit.

The brand which has won quite a number of advertising awards in its day, has crafted immediately recognisable, relatable, straight-to-the-heart Nigerian stories for an ultimately uplifting campaign that cleverly points out the similarities between Heineken and the Nigerian spirit.

Heineken is available and enjoyed in 192 countries. Nigerians have travelled as far, building enterprise, industry and planting new roots.

It is commonplace to hear that a Nigerian was best in class at a University half-a-world-away. Or that a world-class solution to a global problem in the United States was finally cracked by a high impact team, led by another Nigerian scholar.

More likely than not, these achievements are celebrated with loud, endless merrymaking, with food, and of course, bottles of Heineken.

Nigerians are also ones to honour year-long family traditions.

Kids come home from studying abroad during Christmas to attend village festivals. Sons and daughters of the soil bring back gifts for immediate and extended family alike. Because, even though a nuclear unit may have raised the child, a community takes ownership and pride in every individual success.

Heineken should know this too. Around since 1873, the company has been family run for 140 years. And it wears this badge proudly. Global brands rarely manage to tell specific, intrinsic stories that are well invested in not only the profits of the market, but in the people as well.

Now we know what makes Heineken special.

There is more behind the star after all.