Airtel’s ‘Lost’ TVC wins Gold at Epica Awards

Barely six months after it won treble awards at the prestigious African Cristal Festival, Airtel Nigeria’s ‘Lost’ Television Commercial has, once again, been adjudged gold winner at the Epica Awards, an annual series of communication awards, created in 1987 and based in Paris, France.

‘Lost’ is a commercial with a strong allusion to Daniel Defoe’s Robinson Crusoe. It tells the story of a man marooned on an island. It is a metaphor for how digital natives feel when they are out of data, (internet connection) or are connected to an unreliable data service which is commonplace in the growing Nigerian and West African telecoms space.

The TVC served to underscore the importance of reliable mobile Internet and data services by drawing on the use of metaphor and representation to deliver meaning as well as connecting to the audience.

Airtel Nigeria won the Epica in the Business and Public Service Category. Airtel Nigeria is the first Nigerian brand to win this global award.

Commenting on the award, Ahmad Mokhles, chief commercial officer, Airtel Nigeria, said the recognition is yet another glowing testimony to Airtel’s passionate drive of connecting with consumers, sharing positive emotion and deepening bonds with its stakeholders.

“At Airtel Nigeria, the customer is at the heart of everything we do; I therefore dedicate this award to all telecoms consumers in Nigeria.

“I must also recognize the efforts and support of my colleagues and the great work of our partner agency, Noah’s Ark.”

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The Epica awards is aimed at rewarding outstanding creativity and helping communication agencies, film production companies, media consultancies, photographers and design studios to develop their reputations beyond their national borders.

The awards are judged during the third week of November by journalists representing the trade press. This jury aims to achieve objectivity and widespread coverage of the results. The best work is also published in the annual Epica Book and shown in the Epica on Tour showcase.

The awards encompass all main communication disciplines: TV, Press, Outdoor, Digital, Mobile, Social, Radio, Promotions, Direct & Experiential Marketing, Media, Business-to-Business, Public Relations, Branded Entertainment, Design, Packaging, Integrated Campaigns, Film Craft, Photography and Print Craft.

Complete results of the annual awards are announced in the press and confirmed on the Epica website during the last week of November every year. Category winners (gold, silver and bronze) receive an Epica crystal pyramid. Gold, silver and bronze winners also receive certificates.