Airtel’s Lost Television Commercial
(TVC) has been adjudged the best advertising campaign in 2017 by the jury of
the prestigious Lagos Advertising & Ideas Festival (LAIF).
LAIF, a brain child of the Association of Advertising
Agencies of Nigeria (AAAN) seeks to recognize creative excellence, quality of
creative craft and to promote the spirit of healthy competition amongst
creative agencies while applying global best practices.
Airtel’s Lost TVC emerged winner in
five categories including the ‘Grand Prix’ category, which is the highest
honour bestowed on any creative endeavour by the jury.
‘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.
Aside clinching the grand prix at LAIF, the Lost TVC
won a Gold in Telecom services sub category under Film; another Gold in Film
Craft in the same category; and bronze in Best Use of Music under the Film and
Film craft sub categories.
Within a period of seven months, the Airtel Lost TVC
has won a quintuplet at LAIF; a treble at the prestigious African Cristal
Festival and Gold at the Epica Awards, an annual series of communication
awards, created in 1987 and based in Paris, France.
Chief Commercial Officer, Airtel Nigeria, Ahmad Mokhles,
said he is extremely elated that the ‘Lost’ TVC has
resonated well with all stakeholders ranging from consumers to professionals,
noting that Airtel Nigeria is passionate about connecting with its stakeholders
emotionally.
While commending his colleagues, he also extended
felicitations to Noah’s Ark, Airtel’s creative agency.
0 Comments