Challenge: Celebrate LAIF’s 20-year legacy without nostalgia or creative safety.
LAIF marked 20 years as Nigeria’s most prestigious advertising platform, a milestone that demanded celebration without looking backward. Every 20 years, a new generation emerges. With LAIF turning 20, we positioned the platform itself as the origin of a creative generation: Gen LAIF. Campaign reveal and teasers Social content and cultural quotes OOH and event branding Merchandise and physical expressions.
Idea: Gen LAIF: Reframing LAIF as the birthplace of a new creative generation
Execution: A cohesive campaign across social, OOH, events, and merchandise.
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LAIF’s 20th anniversary was framed not as a retrospective, but as a cultural reset, positioning the platform as legacy and future at once.
