Insight Publicis Group’s significant triumph at the Lagos Advertising and Ideas Festival (LAIF) Awards underscores the power of disruptive ideation in the realm of limitless possibilities and creative innovation.
The group secured the prestigious Grand Prix, along with an impressive haul of 18 gold, 20 silver, and 19 bronze awards. This remarkable achievement reflects the group’s commitment to pushing the boundaries of creative thinking and breaking through conventional barriers.
Leo Burnett, a member of the Insight Publicis Group, claimed the iconic Grand Prix for its Terra Seasoning Cube’s campaign—a masterpiece that vividly showcases the meticulous craftsmanship behind every element of the campaign.
Commenting on this win, Esosa Osagiede, Creative Lead at Leo Burnett attributed the epic win to innovation and disruptive thinking aimed at redefining the art of storytelling. She highlighted the philosophy of humankind at Leo Burnett, centered on people, purpose, participation, and populism. This philosophy guides their belief that creativity aligned with these principles has the power to transform human behavior.
Osagiede emphasized the importance of breaking through the clutter and carving a unique niche in creative communication. For Leo Burnett, the goal is to present ideas that stand out, demonstrating a difference in crafting, receiving, and engaging with consumers.
Never-ending thinking, according to Osagiede, is a driving force at Leo Burnett, pushing them to continually explore new horizons in creative ideation. The Terra campaign, which defied clichés in the seasoning category, exemplifies their dedication to telling stories differently and making messages memorable and impactful.
She said “Every time we go with solutions to our clients and we propose any ideas to them, we are coming from that place of say, look you have to break through the clutter. You cannot do things same way. You have to carve a niche for yourself such that when your communication comes out, people can see the difference. There is a difference in how the message is crafted, received and engage with consumers.
Highlighting the significance of pushing creative boundaries, the Creative emphasized that transcending the clutter demands thinking beyond conventional norms to create a masterpiece that captivates the human mind, ensuring messages are both memorable and impactful.
“One thing that drives us collectively is the strength of never-ending thinking. When you go to our website, you will see it; ‘Never-ending Thinking’. We never stop. Where others stop, we continue. We always push the bar; we always believe there is more and you could see it in the Terra campaign that won the Grand Prix. When you look at the seasoning category, everyone in that market tells the cliché story of a woman who goes to the market, looking for a seasoning product to buy or she is been handed the seasoning brand by her mum. There is that cliché story about seasoning but we looked at it and said, how do we tell this story differently.
The LAIF Awards victory, with 351 points, is seen by the group as just the beginning of more accomplishments. Insight Publicis Group remains steadfast in its commitment to expanding the frontier of creativity and delivering iconic marketing solutions to clients.
