Lagos just got louder, and it is not from the usual traffic or street vendors. This time, it is the talk around the launch of what is believed to be the largest billboard in the world. It is now live on the 3rd Mainland Bridge thanks to an advertising agency in Nigeria, Xpark360 and its client, PremiumTrust Bank.
At an estimated 10,531 square meters in size, the newly unveiled One iNFINITY billboard towers at 38 meters high and stretches an astonishing 277.6 meters wide. For context, that is wider than a Boeing 747, which is long and significantly larger than the current Guinness World Record-holding billboard in Dubai, which stands at 6,260 square meters.
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Xpark360 advertising agency stands out as the designer and executor of the first campaign to showcase it for global attention. They are making it clear that this historic moment belongs to the storytellers, not just the structure.
“This is not just about PremiumTrust or a giant billboard. It is about Nigeria taking up space, literally and creatively,” says Michael Emelieze, CEO of Xpark360, a subsidiary of PESS group. “We led this project from ideation to delivery. We turned steel into story that would make the nation proud.”
Michael Emelieze, CEO of Xpark360
The campaign’s impact has been immediate. From commuters stopping to take photos to influencers flooding timelines with videos, the billboard is now more than an ad platform. It is a cultural landmark.
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What makes the story even more significant is that it was powered by a Nigerian brand, conceptualised by a Nigerian advertising agency, and launched in a Nigerian city. Xpark360 is shifting the narrative, proving that global-scale creativity does not have to come from New York, London, or Dubai. It can start right here in Nigeria.
PremiumTrust Bank’s decision to partner with Xpark360 reflects a growing trend of forward-thinking brands investing in local creative power. It is a strategic move that has now resulted in a viral campaign of global relevance.
This activation is more than a marketing win. It is a bold declaration that Nigeria is not just participating in global conversations. It is leading them.
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