In a country where campus life is the heartbeat of youth culture, few things can rival the thrill of music, dance, and that unmistakable Naija energy. In the month of October, Malta Guinness and TRACE Naija joined forces to take that energy on the road, bringing music, creativity, and the signature “world of goodness” to students across the nation through the Trace In The City Campus Tour 2025.
The nationwide tour lit up five campuses, from the University of Ibadan to the University of Abuja, the University of Calabar, the University of Uyo, and a grand finale at Yaba College of Technology, Lagos. Each stop pulsed with good vibes, blending the best of entertainment and brand experience in a way that only Malta Guinness could deliver.
A Celebration of Youth, Culture, and Energy
At every campus, the tour delivered a fusion of live music, games, creative challenges, and student showcases that captured the true essence of Nigerian youth. Students got to unwind at the Malta Guinness “World of Goodness” Zone, where ice-cold cans of Malta Guinness flowed freely, games like ludo and ayo stirred nostalgic fun, and energy competitions like the Malta Guinness Steppers Challenge got the crowd moving, and participants rewarded.
The Malta Guinness Goodness Challenge also saw schools compete to beat their energy levels, as Yabatech came in first, UniCal in second place, and UniIbadan in third place.
Adding to the excitement, the stage came alive with showstopping performances from some of Nigeria’s biggest and freshest stars. Falz thrilled audiences with his high-energy set and trademark humour, connecting effortlessly with the students through music and wit. Qing Madi delivered a soulful performance that showcased the rising star’s confidence and emotional depth, while Shoday brought smooth Afro-fusion rhythms that had the crowd swaying and singing along.
To crown it all, Poco Lee’s electrifying dance moves turned the campuses into full-blown festivals, embodying the vitality and movement that Malta Guinness stands for.
But beyond the entertainment, the partnership with TRACE Naija made the event a cultural moment. TRACE brought its entertainment muscle, hosting performances, comedy sessions, freestyle battles, and live DJ sets that turned each school into a mini festival ground.
More Than a Tour, It was a Movement
For Malta Guinness, this campus tour wasn’t just about presence, it was about purpose. Over the years, the brand has built its story around Goodness, Energy, and Vitality; values that resonate deeply with a generation of young Nigerians chasing their dreams with grit and optimism.
Through Trace In The City, Malta Guinness translated that message from can to experience, inspiring students to find joy, confidence, and energy in their everyday hustle.
“Malta Guinness believes in the sharing goodness and the Nigerian youthful energy. This partnership with TRACE Naija allows us to celebrate young Nigerians, the real ones who embody positivity, creativity, and resilience every single day,” said Jerry Nwankwo, Brand Manager of Malta Guinness.
Youth Culture Meets Brand Purpose
For Malta Guinness, this campus tour wasn’t just about presence, it was about purpose. Over the years, the brand has built its story around Goodness, Energy, and Vitality; values that resonate deeply with a generation of young Nigerians chasing their dreams with grit and optimism.
Through Trace In The City, Malta Guinness translated that message from can to experience, inspiring students to find joy, confidence, and energy in their everyday hustle.
“Malta Guinness believes in the sharing goodness and the Nigerian youthful energy. This partnership with TRACE Naija allows us to celebrate young Nigerians, the real ones who embody positivity, creativity, and resilience every single day,” said Jerry Nwankwo, Brand Manager of Malta Guinness.
Youth Culture Meets Brand Purpose
The beauty of Trace In The City 2025 lies in how it merges entertainment with empowerment. By bringing TRACE’s storytelling platform into university spaces, Malta Guinness tapped directly into the cultural nerve of Nigerian youth – music, movement, and identity.
Each activation mirrored the energy of campus life: competitive, yet communal; expressive, yet deeply rooted in togetherness. Students weren’t just passive spectators; they were the stars of the show, with social challenges, dance offs, and talent showcases turning everyday individuals into creators and champions of their own moments.
From the hashtags flooding social media #MaltaGuinnessXTraceInTheCity to the ripple of excitement that followed the tour from one state to another, the collaboration has proven that when a brand truly understands its audience, the results go beyond impressions; they become memories.
The Real Ones Are On Campus
In a time when many brands chase digital virality, Malta Guinness and TRACE Naija have chosen a different route – real connection. By stepping onto campuses and into the lives of their audience, the partnership has redefined what experiential marketing means in Nigeria’s youth space.
For the students who danced, laughed, and shared a cold Malta Guinness with friends, Trace In The City wasn’t just another brand activation; it was a cultural experience that celebrated who they are and what they stand for: optimism, creativity, and that signature Nigerian resilience. This is because for every campus visited, every performance delivered, and every student inspired, one thing was clear: Malta Guinness remains real in every way.
