A campaign documenting a Ugandan-made electric bus’s 13,784-kilometre journey across six African countries has won Best of Show at the 2026 Silverback Awards in Kampala.
The campaign, dubbed BUSiness Unusual, was developed to showcase the performance and reliability of Kiira Motors Corporation’s Kayoola electric coach as the Ugandan manufacturer sought to expand its presence in Africa’s electric mobility market.
The awards, held on November 7, recognised the work of The Quollective Africa and Swangz Avenue, which collaborated on the campaign.
The Quollective Africa was also named Agency of the Year, while Kiira Motors Corporation received the Brand of the Year award.
The expedition took the electric coach from Uganda to South Africa and back, covering 13,784 kilometres and passing through six African countries.
It was designed to demonstrate the vehicle’s capabilities to potential buyers at a time when established international automotive brands had greater recognition in the market.
Rather than relying on conventional advertising, the campaign used the cross-border journey to generate content through creator-led storytelling, digital engagement and interactions with prospective customers.
Kiira Motors reported securing an order for 450 buses in South Africa during the expedition, providing a commercial outcome for the initiative.
The campaign also received Gold in Effective Creativity and five Silver awards across Customer Experience, Digital and Social Media, Live Events and Sponsorships, Out of Home, and Social Good.
It further won two Bronze awards in Data and Insights Driven Campaigns and PR Reputation and Issues Management, with the latter jointly credited to The Quollective Africa and Swangz Avenue.
The Quollective Africa led the campaign’s creative and strategic communications, while Swangz Avenue handled production and creative services, including audiovisual content and experiential elements.
The awards add to the growing regional recognition of creative agencies working across African markets, particularly those combining advertising with commercial and experiential campaigns.
The Silverback Awards are organised by the Uganda Advertising Association in partnership with The Loeries. They recognise work in advertising, marketing and creative communications.
The latest edition was held in Kampala, Uganda.