The mood was pensive, and yet at the same time festive as the big wigs gathered for the 13th edition of the Lagos Advertising and Ideas Festival (LAIF) which is Nigeria’s most definitive event that recognizes, rewards and promotes creative excellence in all areas of advertising and marketing communications. As the evening wore on, it was not clear which Agency would take the day as quite a couple of veterans such as Insight and SO&U were making a good showing along with usual suspects X3M Ideas and Noah’s Ark. The intense competition was also heightened by the strong wins made by younger Agencies such as Culture, Etuodi, BBDO and UpIntheSky.
However, if there was one agency that clearly demonstrated a superior creative breadth and depth in diverse award winning work it was DDB Lagos. At the end of the evening DDB had yet again topped the overall list of creative agencies in Nigeria by winning the Grand Prix award for the acclaimed “Man in the Box campaign” for MTN.
DDB Lagos was also awarded 6 Gold plaques for outstanding campaign ideas in “Children’s day”, “Independence day”, “My Influence” and “Man in The Box” for Royco, Baileys, Sunlight and MTN respectively. Speaking on the Grand Prix Award for MTN ManInThe Box, Michael Zylstra, Regional President Aegis Dentsu and Chief Juror of the LAIF Awards noted that the concept won the top prize as an integrated and interactive innovation for growing SME businesses.
Because of its exceptional idea concept, the “Man in The Box” won Gold plagues in 3 different categories. Silver (4) and Bronze (9) plagues were awarded also for campaigns like; “Reasons to Smile”, “See us 2 Male”, “Corn”, “Waist Line”, “Upper Room”, “Verve Naira Note (Worker’s Day)” etc for other several brands. Below is array of the awards for DDB Lagos;
The Grand Prix is LAIF’s most prestigious award which is only given for an outstanding creative concept that has been able to redefine the industry standards.
The man in the box is Nigeria’s first innovative outdoor campaign which was conceptualised by DDB Lagos for MTN to showcase a game changing enterprise solution for SMEs and to make sure their businesses are noticed.
The campaign was projected to be seen as a win-win for both MTN and the SMEs. The spotlight of the campaign was to convey an understanding of the painpoints of SMEs while giving them a unique platform to promote their offerings to a bigger audience.
The billboard was transformed into an office space making “Man in the Box” campaign Nigeria’s first innovative outdoor campaign. This caught everyone’s attention but most especially the eyes of small business owners. These business owners were then given use of the box to work in and to showcase their products or services for an entire day each. Aside giving the SMEs their own mini marketing boost and increasing exposure and media following for their respective brands, MTN also get to put their technology in front of the very people they were trying to reach.
|Client name||Campaign’s Title||Category||Award|
|MTN Business||#ManInTheBox||GRAND PRIX|
|Royco||Children’s Day||Press (Food & Consumables)||GOLD|
|Baileys||Independence Day||Digital (Alcoholic Drink)||GOLD|
|Sunlight||My Influence||Digital (Pharmacy & Healthcare)||GOLD|
|MTN Business||Man in The Box||Outdoor (Corporate Image)||GOLD|
|MTN Business||Man In The Box||Outdoor (Telecom Product & Services)||GOLD|
|MTN Business||Man In The Box||Campaign||GOLD|
|MTN Business||Football/Eyes Man||Press (Telecom, Product & Services)||SILVER|
|Quickteller||The Upper Room||Digital (Banking, Investments and other Financial Comm.)||SILVER|
|Sunlight||International Women’s Day||Outdoor (Pharmacy & Healthcare)||SILVER|
|MTN Business||Football Eyes Woman||Outdoor (Telecom, Product & Services)||SILVER|
|Interswitch||Corn||Press (Banking, Investment & Other Financial)||BRONZE|
|MTN Business||See us 2 Male||Press (Corporate Image)||BRONZE|
|Lipton||Reasons To Smile||Video (Food & Consumables)||BRONZE|
|Interswitch||Verve Naira Note(Worker’s Day)||Digital (Banking, Investments and other Financial Comm.)||BRONZE|
|Royco||Children’s Day||Digital (Food & Consumables)||BRONZE|
|Sunlight||Waist Line||Digital (Pharmacy & Healthcare)||BRONZE|
|Lipton||Reason to smile||Digital (Digital Design)||BRONZE|
|Dano||Independence Day||Outdoor (Food & Consumables)||BRONZE|
|MTN Business||Football Eyes Man||Outdoor (Telecom, Product & Services)||BRONZE|
Locally, “Man in the Box” received accolades for its effectiveness because it delivered on the promise that MTN knows what keeps SMEs up and is willing to go beyond the norm to provide solutions. DDB Lagos partnered with other agencies; TBWA a creative agency, PHD for outdoor media plan and Playhouse Communication, a local digital agency to bring this idea to life.
DDB Lagos is one of most awarded agencies in Nigeria at the annual LAIF Award ceremony since its inception 13 years ago. DDB Lagos is also the first Nigerian creative agency to receive international recognition when it won an EPICA Award for its “Speechless” campaign developed for GirlHub (an advocacy project for the Northern girl child sponsored by the Nike Foundation in partnership with USAID/DFID) in 2012.
Since then, DDB Lagos has also received several other international awards including the acclaimed “I Don Port” campaign for MTN, the agency was awarded the Silver Loeries Award for integrated campaign and Silver in Africa Cristal awards in the category ‘Best use of Branded Content’. Also, in 2014 DDB Lagos got an Emerald in Africa Cristal award for the Mouka foam campaign “Restful Night; Active Day” and in 2013 a Bronze in Epica awards for same campaign under the category ‘Best use of Branded Content’
DDB Lagos has and is still been recognised locally as the most awarded Nigerian creative agency since the inception of the LAIF awards. DDB Lagos was consistently highly identified in the Young Lions Competition within 2008 – 2011. In 2010, the agency was honoured for TV campaign of the year, Overall campaign of the year and Marketing Leadership in Advertisers Association of Nigeria (ADVAN) Awards for Marketing Excellence.
DDB Lagos is the Nigerian office and sub-regional hub of DDB Worldwide Communications in West and Central Africa (WECA). DDB Lagos is a subsidiary of the Casers Group, a leading media and marketing holding company. DDB Lagos commenced operations in 1987 and has since offered cutting-edge services to a roaster of leading local and multinational brands in Nigeria over the last three decades.
In 2015, the Casers Group completed its acquisition of the 5 other agencies previously of the Mawal Group thus extending its footprints to key Francophone markets across West and Central Africa including Cameroon, Cote d’Ivoire, Guinea, Benin and Congo. These agencies, along with DDB Lagos, form the core of DDB WECA which provides an extensive regional operation to multinational clients.
DDB WECA is driven by the desire to become the biggest and best among builders of brands in every market its serves.