The 2017 Lagos Advertising & Ideas Festival LAIF jury’s work on the nominations list is setting a pace in the openness and integrity for the reputation and credibility of the awards which targets going regional and may be pan –African at some point.
Apart from the very credible and independent panel of Jury led by Mrs. Julia Oku-Jack, who still gladly and un-apologetically bears her badge of “iron lady of advertising” although she now works in the oil & Gas sector, she has imprinted her insignia of firmness in the jury’s assessments of entries for awards.
A whole lot of work no doubt has gone into the weeding process which narrows down the entries to “manageable and sensible” level across all the 10 categories.
According to data sieved from the released nomination lists, film category has the highest with 103 followed by Press with 100; Print Craft has 53; Radio returns 50 nominations; Film Craft 42; Digital & Mobile tallies Radio Craft with 41 nominations; Outdoor 20; Digital craft a dozen nominations while Campaign returns 6 works as fit for the final contest for medal.
Although, number of nominations do not actually determine the number of awards carted home by an agency but it sometimes help as the net is cast wider proving a better ratio of likely win! In this wise, agencies like DDB, Noah’s Ark, X3M Ideas, BBDO, Leo Burnett and 7even Interactive may be in pivot positions to have a shot at the leadership position on the 2017 LAIF medal table.
The film category’s Banking Investment and Other Financial Communications list has 11 nominations with DDB leading with seven, Leo Burnet – two while 7even Interactive and TBWA has one each.
The PUBLIC, POLITICAL & SOCIAL COMM segment is up for the contest with Noah’s Ark featuring SFH (Safety Net) and Boko Halal (No Paradise) while Centrespread’s World Aids day and Culture’s Whistle Blower also made the nomination. FOOD & CONSUMSBLES unlike in the previous years produced only two nominations, the are two from Noah’s Ark courtesy Three Crowns’ Fitness Challenge Tea and Smoothie.
PROMOTIONS is led by SO&U with five nominations all courtesy its works for Glo. The materials include “Hamma Millions”, Formular Isiaka, Special day visit, Plan B and CHimezie Electronic. Up in the Sky also chuck in one nomination to make it six nominations in this segment. The NON ALCOHOLIC category produced only one nomination, STB – COCA COLA’s OKOCHA DISGUISE while AD THAT NEVER RAN has DKK’s 2 IN 1 CARD MIMC as its only nomination.
Out of the nine nominations in the CORPORATE IMAGE category DDB has eight with works like Blind faith, Mother-in-law, Titanic final (MTN); Quickteller, Verve and Interswitch. Up in the Sky’s Close shot for Etisalat made up the ninth
In the TELECOM SERVICES category, DDB is a very strong contender here with 9 successful entries with Noah’s Ark on a hot chase with an impressive eight nominations which include Click &Die; Ovajara (Bonus);Contract. SO&U also strongly represents Glo with three nominations; X3M Ideas also has three nominations- Break Free, Complete and 9 for Life; BBDO has two courtesy Youtube- DO YOUR THING AFRO and DO YOUR THING BEAUTY while Centrespread has a nomination with its work for Airtel, “Welcome to Airtel”
In the BEST FILM EDITING category, DDB has six nominations made up of three for MTN – TITANIC C FINAL, Blind Faith Master 3 and Mother-in-law and three for Interswitch TITC 60, Problem and V for Verve, BBDO, X3M Ideas and 141-Worldwide tally with three nominations each while Leo Burnett and TBWA has 2 nominations each and Up in the sky, SO&U and Centrespread has one apiece.
BEST USE OF MUSIC segment will see the following contesting for the available medals. X3M Ideas leads with three qualified entries one each for 9Mobile Launch, Peak –My own Milk and DSTV –See Gobbe; LEO BURNETT has one nomination Heritage Bank – “Proud of my heritage”, Noah’s Ark is nominated twice for Airtel’s “Data is Life” and “Data is Life/Lost”; 141-Worldwide has two Etisalat’s QLic Liter World and “Power of word” while SO&U and DDB has one each Indomie -“Like no other” and MTN’s “Together in Love” respectively.
BEST USE OF TV ANIMATION
DDB leads with 4 nominations with AFRICARE – HEALTH, THEFT and motor and 1 for MTN BLIND FAITH; NOAH’S ARK has two materials final list – FREAK THE FXX OUT and FREAK THE FXX OUT SEASON ONE, X3M Ideas, SO&U and Centrespread has one each DSTV BIG BROTHER SEE OBBE, DATA DAY PAROLE and WELCOME TO AIRTEL respectively.
The Press category as another vibrant segment is whittled down to a whopping 100 nominations following closely on the heels of film. Food & Consumables has six nominations with Noah’s Ark leading with three; 7even Interactive follows with two while Adeptus has one. The Promotion segment has only one nomination via SO&U. Miscellaneous segment features three nominations shared by Etuodi and SO&U with two and one nominations respectively.
Corporate Image segment powered 11 nominations with 7even Interactive leading with four – Christmas Card, Café Nio- Kiss and Alphabet; and Independence. Other contenders include X3M Ideas and BBDO with two qualifying entries each; SO&U, Verdant Zeal and DDB has one nomination each.
Banking , Investment & Other Financial comm. category has eight good entries with DDB single handedly commanding six while Noah’s Ark and SO&U has one each.
Public, Political &PPSP segment also put a good showing with 18 nominations with DDB at the commending height with 8. X3M Ideas and SO&U has three each while Leo Burnett, Verdant Zeal, Culture and Noah’s Ark has one apiece. The non-alcoholic segment has two nominations from 7even Interactive and SO&U.
The pharmacy & Health care with a shortlist of four saw Noah’s Ark in control with three and DDB making up the
