By Joy Joseph
The Association of Advertising Agencies of Nigeria (AAAN), the umbrella body for advertising professionals in Nigeria, is set to reward creativity beyond advertising in the 20th edition of the Lagos Advertising and Ideas Festival (LAIF).
Head of Jury Committee, Lagos Advertising and Ideas Festival (LAIF) Management Board, Ralph Idu, disclosed this recently at a press conference in Ikeja, Lagos. The 2025 LAIF Creative Festival is scheduled to take place from 29th to 30th November 2025.
Idu said that the Non-AAAN category has been created to celebrate those in film, tech and other fields. He also added that entry dates will be announced soon.
He noted that the LAIF website has been revamped to usher in a new era of transparency and accessibility, with entry procedures for each category to be clearly listed and communicated shortly.
While applauding the good works done by the team, he stated that the Chukwuemeka-led management board has launched the UNILAIF internship program designed to connect fresh graduates with advertising agencies, as well as a report that documents the activities of the awards since inception.
Speaking at the press conference, the Chairman of the Lagos Ideas and Festival Management Board, Jay Chukwuemeka, said that the 2025 LAIF Awards, which is a two-day event, is dedicated to celebrating the elegance in creativity that is evident in practitioners and non-practitioners alike.
According to him, the line-up of activities slated for the 2-day creative festival includes creative unleashed opening, industry trends, masterclasses, panel sessions and workshops, live-brands activations and experiential installations. It also includes screening of iconic ads, Young LAIFERS Awards, Women in Creativity Brunch, LAIF nomination party and LAIF Awards ceremony.
“As innovative solution providers, we leverage our collective expertise to customise the right approach, not just for brands and projects, but for ideas, ensuring they exceed expectations and truly stand out. This year, we look forward to witnessing the incredible ingenuity that will undoubtedly emerge, even as we celebrate all the creative professionals that make up the cohort we are calling GENERATION LAIF or GEN LAIF,” he added.
Unveiling the theme for this year, “20 Years of Crazy”, he described the landmark edition as a truly momentous occasion that provides an opportunity to celebrate two decades of recognising and championing the very best in creativity. He added that the theme perfectly encapsulates the audacious spirit, bold ideas, and relentless pursuit of excellence that have defined the awards since its inception.
“We firmly believe that creativity is as broad as it is diverse, and it is certainly not the exclusive preserve of people working solely in creative departments. It flourishes in every corner of our industry, in every innovative solution, and every challenge overcome. It’s about redefining what “full-service” means, bringing expertise across all project types, at all scales, and under all procurement models,” he said.
In his remarks, the President, Association of Advertising Agencies of Nigeria(AAAN), Lanre Adisa, who was represented by the Vice President, AAAN, Adekoyejo Abiola, while reminiscing on the 20-year journey stated that the awards which was birthed out of a bold vision to celebrate and elevate creativity within Nigeria’s marketing communications industry, and establish a credible, proudly Nigerian platform for peer recognition and industry benchmarking, has grown to become West Africa’s most prestigious creative showcase, offering opportunity to reward excellence and bold ideas from creatives.
“The journey has been one of continuous growth, and more importantly, consistent relevance. LAIF has championed the best of our work as an industry. It has mirrored our evolution — from traditional storytelling to digital experimentation, from local insights to global impact. In an industry driven by ideas, the opportunity to be assessed, inspired, and challenged by one’s peers is invaluable. Awards like LAIF are not just about celebration; they are about reflection, learning and aspiration,” he said.
He stated that with the wave of disruption driven by technology, there is an urgent need for strong, idea-led, culturally resonant creativity for the industry to thrive. He urged practitioners to see LAIF not just as a recognition platform, but a creative compass that continues to push the boundaries of what is possible, evaluate their craft, and inspire the next generation of creatives to dare.
