EPICA explains why Noah’s Ark’s Airtel “Lost” won gold
Organisers of EPICA award which held recently in Berlin, Germany have told MARKETING EDGE that Noah’s Ark’s entry for EPICA 2017 was adjudged a gold winner because it was a good example of deploying advertising as entertainment.
Mark Tungate, who is an editorial director of EPICA, and hosts the EPICA jury meetings, told MARKETING EDGE exclusively that “Lost”, the commercial that won gold for the Nigerian agency was an embodiment of warmth, good acting and strong brand message.
“The jury gave the ‘Lost’ commercial from Noah’s Ark a prize for its warmth and humour, great acting and strong brand message. The story builds up to a nice twist at the end and all in all it’s a good example of advertising as entertainment. A great win for Nigeria, but also a great spot in its own right which rose to the top in a very strong category.”
Speaking shortly after receiving the award at a ceremony in Berlin, the Executive Creative Director, Noah’s Ark Communications Limited, Abolaji Alausa, dedicated the award to the client- Airtel Nigeria for creating the enabling environment and for the uncommon partnership in creating great creative works that have put the brand ahead of competitors.
“This award is dedicated to the resilient and hardworking Chief Commercial Officer, Airtel Nigeria, Ahmad Mokhles and the entire Airtel brand team for giving the agency the wings to fly and for being open-minded and receptive to market-shifting creative ideas,” he said.
Though this accomplishment is the only international Gold Award won by any Nigerian agency thus far in the year 2017 at any international award event, it is however not the first by a Nigerian agency. In 2016, Insight Publicis won Nigeria’s first ever gold at EPICA for its Pepsi LongThroat campaign.
Nevertheless, this is another major accomplishment for Lanre Adisa’s Noah’s Ark in its quest to global reckoning. In his own reaction to the development, the Managing Director/Chief Creative Officer, Noah’s Ark Communications Limited, Lanre Adisa, described the Gold award as another step in the right direction in the agency’s quest to put the country on the global stage.
“This is another symbolic milestone not only in the annals of Noah’s Ark as an agency, but for the entire creative advertising Industry in Nigeria”, he said.
Adisa then congratulated Airtel Nigeria and the entire Noah’s Ark team for the laudable feat which he noted is one of the best ways to close the year and a pointer to many to come especially as the industry counts down to the 2017 LAIF Awards.
Adisa revealed that Noah’s Ark entered only two works for this year’s edition of the award and the Airtel ‘Lost’ was shortlisted and went on to win a Gold.
Four Nigerian agencies took part in the contest including DDB Lagos, BBDO WEST AFRICA, Up In The Sky and of course Noah’s Ark. But only Noah’s Ark and DDB made the final cut, other narrowly missed the shortlist.
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