Uwem Afanide, managing director at All Seasons Zenith, believes great communications campaigns rest on three pillars. Collaboration, bold thinking, and memorable brand experiences make the difference, he said.
Afanide spoke at the Pitcher awards 2026 after his firm's work earned recognition. The Macallan's "Beacon Light Box" took bronze in the Outdoor Ambient & Installations category.
The installation is a rotating illuminated billboard on Victoria Island in Lagos. All Seasons Zenith executed the project alongside The Macallan.
According to Afanide, the partnership proved crucial to the concept's success. "We shared a strong ambition to create something truly distinctive," he noted.
The work was built to support The Macallan's "A Night on Earth in Jerez" campaign. Visual storytelling merged with cutting-edge outdoor technology for maximum impact.
Results speak for themselves, Afanide emphasized. The installation generated roughly 1.5 million daily impressions and lifted brand recall by 30 percent.
The award strengthens The Macallan's reputation as an innovative brand, the managing director added. It also proves how creativity drives meaningful audience connections.
The Pitcher awards draw entries from across the African continent annually. This year's ceremony took place virtually as part of the Pitcher Festival of Creativity.
The festival marked its ninth edition this year. Organizers streamed the live event for global audiences.
Outdoor Ambient & Installations recognizes projects demonstrating innovation and strategic execution. Winners represent brands willing to push creative boundaries.
The Macallan now joins a select group of award-winning brands. These companies have redefined outdoor media impact across Africa.
