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Up in the Sky’s film clinches bronze at Loeries 2018

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By Princewill Ekwujuru

UP in the sky, a Nigerian advertising agency has won bronze medal at the just-ended 40th  anniversary of the Loeries 2018 Creative Week Awards in Durban, South Africa with a short film, Closed.

The film created for 9mobile (Etisalat) to promote Etisalat Prize for Literature, tells the story of shame, confusion and hope anchored on a young man who struggled to make meaning of his world. The award was for the Internet Video category.

Oje Ojeaga, Chief Executive Officer of the agency, said: “By opting to create a short film instead of an advert and drawing attention to the widespread problem of illiteracy, we at the agency were challenged to find a convergence point for literature and film. It was a challenge we tackled with enthusiasm. Our aim was to tell a story without any dialogue that would still speak to hearts and minds and we are pleased we succeeded in doing that.”

As part of the agency’s future plans, Ojeaga stated: “To be able to compete at the highest level, we need to master excellence in the work we do for clients, not just in ideation and not just in execution. Our entire pipeline must be engineered to deliver work that holds up to scrutiny from judges around the world.”

Oje explained how the agency got its inspiration to create a winning work. “All our work is a team effort. We knew the core idea was to show how a life of illiteracy closed you off from the rest of the world – we just had to find a way to execute that idea that was not obvious and could be done without a single word spoken on screen,” he noted.

In addition, Idiare Atimomo, Chief Operating Officer of Up in the Sky, said: “This award validates now more than ever, that quality wins over quantity. Good creative work has universal appeal – it transcends language or even culture. As much as we are happy to have won a bronze medal on our very first submission, we believe we can do much better in the future – and will be working towards it.”

The director, Tolu Ajayi said: “From the initial idea we had, we built the script further to capture universal human emotions and clearly the cast also delivered in their performance.”

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