Collaboration, bold thinking hallmarks of great communications campaign – Afanide

Uwem Afanide, managing director, All Seasons Zenith, has said that collaboration, bold thinking, and a commitment to delivering memorable brand experiences were the hallmarks of a great communications campaign.

“Receiving recognition at the Pitcher awards was a testament to the power of collaboration, bold thinking and a commitment to delivering memorable brand experiences,” he stated on the sidelines of the recent Pitcher awards 2026.

The Macallan won bronze in the Outdoor Ambient & Installations category for The Beacon Light Box, a rotating illuminated billboard installation executed in Victoria Island, Lagos.

The entry was submitted by All Seasons Zenith, the outdoor agency behind the installation, in collaboration with The Macallan.

“The Beacon Light Box was the result of a strong partnership between our team and The Macallan, driven by a shared ambition to create something truly distinctive for the Lagos market,” Afanide stated.

According to him, the award further strengthens The Macallan’s standing as a brand that continues to invest in innovative marketing initiatives, while demonstrating how creativity can be leveraged to connect with audiences in meaningful and impactful ways.

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The Beacon Light Box was developed to support The Macallan’s “A Night on Earth in Jerez” campaign, with the installation combining striking visual storytelling with cutting-edge outdoor technology.

According to the campaign data, the installation delivered approximately 1.5 million daily impressions and contributed to a 30 percent increase in brand recall, underscoring its effectiveness in driving consumer engagement.

The 2026 Pitcher awards attracted entries from across Africa and was announced during a virtual live-streamed ceremony held as part of the Pitcher Festival of Creativity, now in its ninth year.

The Outdoor Ambient & Installations category featured projects that showcased innovation, creativity and strategic execution.

According to the organizers, the recognition places The Macallan among a select group of brands celebrated for pushing creative boundaries and delivering impactful brand experiences through outdoor media.