The Lagos Advertising and Ideas Festival (LAIF) officially flagged off its 2025 edition, marking a significant milestone as it celebrates 20 years of showcasing Nigeria’s finest in creative excellence.

The press briefing to announce this landmark edition brought together key stakeholders from the advertising industry, including the leadership of the LAIF Management Board, representatives of the Association of Advertising Agencies of Nigeria (AAAN), sponsors,  jurors and members of the press.

The Association is marking the landmark celebration with a vibrant edition that blends its iconic “20 Years of Crazy” theme with fresh initiatives.

This year’s award ceremony will take place on November 29 and 30, 2025.

Opening the Festival to Broader Creative Sectors

Adekoyejo Abiola, Vice President of AAAN and CEO of Imaginarium Marketing Communications, represented AAAN President Lanre Adisa.

He declared that LAIF has grown into West Africa’s most prestigious creative showcase.

“From local insights to global impact, the platform has consistently celebrated the best of the industry,” Abiola said.

He applauded the LAIF Management Board for their unwavering dedication and announced that this 20th edition would be the board’s final tenure.

Abiola also stressed LAIF’s growing relevance in an evolving creative landscape.

“In a world disrupted by AI and rapid technological change, it is our humanity, empathy, and storytelling that keep us relevant. LAIF reminds us of that,” he said.

20 Years of Creative Excellence

Jay Chukwuemeka, Chairman of the LAIF Management Board, underscored the historical significance of the 2025 edition.

“This year marks a truly momentous occasion for LAIF.

We are celebrating our 20th anniversary two decades of recognizing and improving the very best in creativity,” he said.

He noted that creativity now extends beyond traditional spaces and that LAIF is evolving to reflect this expanded scope.

Highlighting the theme for this year’s celebration, Chukwuemeka announced the “Gen LAIF” campaign rooted in the emergence of a new generation of creative minds born out of the LAIF movement itself.

“With LAIF turning 20, it is responsible for the birth of the creativity generation, the generation that ushered in the drive for creative excellence and appreciation in Nigeria,” he said.

Chukwuemeka also revealed the official theme for this year’s edition: “Celebrating 20 Years of Crazy”, which reflects the energy, transformation, daring ideas, bold innovation, and unconventional thinking that have defined the last two decades of the LAIF legacy.

He confirmed that the 2025 LAIF Awards will return to its traditional venue on November 29 and 30 for what promises to be a spectacular two-day celebration.

Gen LAIF: The Campaign That Celebrates a Generation

Raphael Idu, Head of the Jury Committee, expanded on the “Gen LAIF” theme. “Before LAIF, there was no real recognition of creativity in Nigeria. LAIF birthed a generation that defined and drove the country’s creative awakening,” he said.

He revealed that the LAIF website has been revamped to usher in a new era of transparency and accessibility,

with entry procedures for each category to be clearly listed and communicated shortly.

Idu also described the celebratory tone of this year’s event as both a reflection and a reset. “We do not see 20 years as an end we see it as a new beginning,” he said.

Introducing Non-AAAN Awards: A Bold New Chapter

For the first time in its history, LAIF will feature a non-AAAN awards category, breaking away from its traditional exclusivity.

The Jury Chairman confirmed, “We will be awarding creativity beyond advertising in film, tech, and other sectors not traditionally within AAAN.”

This bold expansion underscores LAIF’s commitment to honoring creativity in all its expressions, signaling a more inclusive future for the festival.

To further invest in the industry’s future, Idu announced the launch of the UniLAIF Internship Program designed to connect fresh graduates with advertising agencies.

“There’s been talk about a talent drain in the industry.

This program is our response connecting universities to agencies and building a legacy of continuity,” he said, giving special recognition to leading sponsors such as Tolarams for supporting the initiative.

Full-Day Festival Experience and Internship Launch

Colette Otusheso, Head of the PR & Events Committee, unveiled plans for a full-day festival format that will transform LAIF 2025 into a comprehensive celebration of creativity.

“We will have grand opening ceremonies, master-classes, panel discussions, brand activations, and immersive storytelling spaces.

We are using this opportunity to give everyone their flowers,” she said.

She also emphasized inclusivity, highlighting that the festival will spotlight women in advertising and marketing, as well as celebrate those who have contributed to the creative industry over the last two decades.

She further disclosed that the festival will feature some of the industry’s brightest minds as speakers, alongside a masterclass, panel sessions, and several other engaging experiences designed to inspire and empower attendees.

Vice Chairman’s Call to Action

Henry Akpede, Vice Chairman of the LAIF Board, thanked sponsors, agencies, and the press for their unwavering support. “We need you, as always, to tell our stories. Welcome to the biggest LAIF yet,” he said.

Reflecting on LAIF’s 20-year journey, he added with humor, “At 20, there’s nothing you haven’t seen.

Two years ago, we were 18 and wild; now we’re 20. This is a big year. We need all your support.”

He reaffirmed the association’s commitment, assuring that as the world continues to evolve, the LAIF Awards will not only keep pace with global trends but also set new benchmarks, standing shoulder to shoulder with the most prestigious international honours.

He emphasised that the festival’s enduring vision is to remain a beacon of creativity, innovation, and excellence, inspiring practitioners to push boundaries and redefine the standards of advertising in Nigeria and beyond.

Looking Ahead

As LAIF enters its third decade, it does so with bold ambitions expanding its scope, deepening its legacy, and honoring the people and ideas that have shaped Nigeria’s creative evolution.

With the theme “Celebration of 20 Years of Crazy”, the introduction of non-AAAN categories, a full-day festival, the launch of the UniLAIF Internship Program, and a two-decade milestone celebration, LAIF 2025 promises to be its most defining edition yet.

The journey began in 2005. In 2025, LAIF celebrates the generation it birthed a generation of creative excellence.

 

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