Barely six months after it won treble awards at the
prestigious African Cristal Festival, Airtel Nigeria’s ‘Lost’Television
Commercial (https://www.youtube.com/watch?v=9QOKJ0FGk90) has, once again, been
adjudged gold winner at the Epica Awards, an annual series of communication
awards, created in 1987 and based in Paris, France.
‘Lost’ is a commercial with a strong allusion to Daniel
Defoe’s Robinson Crusoe. It tells the story of a man marooned on an island. It
is a metaphor for how digital natives feel when they are out of data, (internet
connection) or are connected to an unreliable data service which is commonplace
in the growing Nigerian and West African telecoms space.
The TVC served to underscore the importance of reliable
mobile Internet and data services by drawing on the use of metaphor and
representation to deliver meaning as well as connecting to the audience.
Airtel Nigeria won the Epica in the Business and Public
Service Category. Airtel Nigeria is the first Nigerian brand to win this
global award.
Commenting on the award, Chief Commercial Officer, Airtel
Nigeria, Ahmad Mokhles, said the recognition is yet another glowing testimony
to Airtel’s passionate drive of connecting with consumers, sharing positive
emotion and deepening bonds with its stakeholders.
“At Airtel Nigeria, the customer is at the heart of
everything we do; I therefore dedicate this award to all telecoms consumers in
Nigeria.
“I must also recognize the efforts and support of my
colleagues and the great work of our partner agency, Noah’s Ark.”
The Epica awards is aimed at rewarding outstanding
creativity and helping communication agencies, film production companies, media
consultancies, photographers and design studios to develop their reputations
beyond their national borders.
The awards are judged during the third week of November by
journalists representing the trade press. This jury aims to achieve objectivity
and widespread coverage of the results. The best work is also published in the
annual Epica Book and shown in the Epica on Tour showcase.
The awards encompass all main communication disciplines: TV,
Press, Outdoor, Digital, Mobile, Social, Radio, Promotions, Direct &
Experiential Marketing, Media, Business-to-Business, Public Relations, Branded
Entertainment, Design, Packaging, Integrated Campaigns, Film Craft, Photography
and Print Craft.
Complete results of the annual awards are announced in the
press and confirmed on the Epica website during the last week of November every
year. Category winners (gold, silver and bronze) receive an Epica crystal
pyramid. Gold, silver and bronze winners also receive certificates.
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