The Lagos Advertising and Ideas Festival (LAIF) has officially commenced its landmark 2025 edition, marking two decades of celebrating the very best of Nigerian creativity and innovation. This milestone year, themed “20 Years of Crazy”, blends LAIF’s legacy of bold, boundary-pushing ideas with forward-looking initiatives designed to shape the future of the country’s creative economy.
The annual celebration, which began in 2005, has evolved into Nigeria’s premier platform for recognising excellence in advertising and ideas, and the 20th anniversary promises to be its most ambitious edition yet.
The two-day award ceremony is scheduled for November 29 and 30, 2025, capping a year of activities aimed at honouring both the trailblazers of the past and the new generation of creative talents.
Chairman of the LAIF Management Board, Jay Chukwuemeka, underscored the historical importance of this year’s festival. “This year marks a truly momentous occasion for LAIF. We are celebrating our 20th anniversary, two decades of recognising and improving the very best in creativity,” he said. Chukwuemeka noted that creativity has expanded beyond traditional spaces, and LAIF is evolving to reflect this wider scope. He unveiled the Gen LAIF campaign, a concept rooted in the emergence of a generation of creative minds born from 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 added.
Reflecting on his journey as Chairman, Chukwuemeka shared a personal account of how, in March 2023, a call from then-AAAN President Steve Babaeko led him into a role he had initially hesitated to accept. Encouraged by industry peers and friends including his business partner Adekoyejo Abiola, the UpInTheSky duo Idiare Atimomo and Oje Ojeaga, and Colette Otusheso of Accelerate Media Group, he not only took on the role but also convinced others to join him on the board. As he steps into his final year as Chairman, he expressed pride in the achievements made under the board’s three-point agenda of restructuring for greater efficiency, expanding the festival’s reach across West Africa, and ensuring a smooth leadership transition.
Over the past two years, LAIF has strengthened its brand guidelines, documented operational standards for future boards, introduced new award categories recognising ideas beyond advertising, and expanded its annual report into a performance-ranking platform for agencies across the industry.
These efforts, Chukwuemeka said, have sharpened the festival’s structure, widened its influence, and reinforced its role as an industry benchmark.
The 2025 edition will also introduce the UniLAIF Internship Program, announced by Board Member Idu, which aims to address the industry’s talent gap by connecting 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,” Idu said, while commending sponsors like Tolarams for supporting the initiative.
Adding to the excitement, Colette Otusheso, Head of the PR & Events Committee, revealed plans for a full-day festival format that will transform LAIF 2025 into an immersive celebration of creativity. The festival will feature grand opening ceremonies, masterclasses, panel discussions, brand activations, storytelling installations, and a special focus on women in advertising and marketing. She emphasised that the festival will give “everyone their flowers,” honouring the individuals and teams who have shaped the creative industry over the past two decades.
Vice Chairman of the LAIF Board, Henry Akpede, extended gratitude to sponsors, agencies, and the press for their continued support, calling on them to help tell the story of LAIF’s biggest edition yet. With characteristic humour, he reflected on the festival’s maturity: “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 assured that LAIF will not only keep pace with global creative trends but also strive to set new standards internationally, standing alongside the most prestigious industry awards.
President of the Association of Advertising Agencies of Nigeria (AAAN), Lanre Adisa, also spoke on the occasion, noting the strides made in 2024 towards greater inclusion and diversity in jury selection, as well as the implementation of initiatives that have raised the awards’ credibility and global competitiveness. “This milestone calls for us to do more than just celebrate; it demands that we boldly raise the bar. Let the 20th edition be an unparalleled showcase of Nigerian creativity, setting new benchmarks for innovation, craft, and impact,” Adisa challenged.
He urged full participation from all practitioners from creative directors and strategists to copywriters and art directors, stressing that this is the platform to demonstrate the transformative power of ideas.
As LAIF steps into its third decade, it does so with bold ambitions, expanding its scope, deepening its legacy, and honouring the people and ideas that have defined Nigeria’s creative journey.
With the 20 Years of Crazy theme, a broader West African reach, a new internship pipeline, and a festival experience that blends celebration with industry advancement, LAIF 2025 is set to be a defining moment in the history of Nigerian advertising.
