MTN’s ‘we move’ campaign wins LAIF, ADVAN 2021 awards
By Ibiduni Banjoko
The foremost telecommunications company, MTN Nigeria’s “We Move” campaign has won both the Lagos Advertising & Ideas Festival (LAIF) award and the Advertisers Association of Nigeria (ADVAN) 2021 award at recent separate events in Lagos.
The creative, “We move”, captures a visceral attribute of tenacity and ingenuity of Nigerians who strive tirelessly to pursue entrepreneurial success. As a result of its success, the campaign bagged Campaign of the Year awards at the ADVAN awards for Marketing Excellence (West Africa).
Commenting on the campaign, Sheriff Akinpelu, Strategy Lead, SPV Communication Solutions, one of the brainpowers behind the campaign, “We move”, said: “The entire concept about “We Move” campaign is based on the reality to current situation in Nigeria, the rate of unemployment, devaluation of naira, insecurity etc. which is giving worries about life.”
According to him, the campaign depicted the basic societal truth that people seem to be shying away from which is the fact that, not everyone will have the opportunity to get a white collar job. “Some people will have to work in the informal sector of the economy. One of the guys in the campaign is a graduate. While he was in school, he cooked well, some paid him to cook for them. After graduating from school, he never thought of going into that direction of cooking because his parents have expectations of him and he does not want to work in the informal economy.
“But if we look at the situation of the country, we need to look into what we know how to do best. Everyone has something within that make them special. It is just for us to identify it and look at how we can use that thing to progress in life.
“In the campaign, the protagonist is a wonderful cook, despite the fact that he graduated from the university and couldn’t secure a job. He quickly looks into what he can do best and tap into it to grow and progress in life.”
Mr. Akinpelu further said: “The role of MTN in that campaign is to show that we understand what Nigerians are going through especially the youth. We want them to believe in themselves and not to give up. They should have a deep thinking and identify what makes them unique and tap into it.
“MTN will be with them along the journey, irrespective of what they discover in themselves, MTN will be there to make sure they achieve their dreams. I feel elated and humble to be one of those who worked on the project.”
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