Integrated marketing communications agency Africa Live Play 360 (ALP360) has outlined its creative process behind its latest fast-moving consumer goods (FMCG) advertising campaign, describing the project as an example of closer collaboration between agency and client from concept development through production.
According to the agency, the campaign was built around everyday family experiences and domestic rituals, with the creative direction focusing on shared moments around food rather than relying on conventional advertising tropes commonly seen in the FMCG sector.
ALP360 said the project was developed through an iterative process between both teams, allowing the concept to evolve before production began. The agency noted that producing the campaign in-house helped maintain consistency between the original creative idea and the final execution.
Speaking on the agency’s creative philosophy, ALP360 Chief Executive Officer, Nelson Ononiwu, said authenticity remains central to the company’s approach. “If a Nigerian family doesn’t recognise themselves in the first three seconds, we’ve failed before the product even shows up on screen. That’s the standard we hold ourselves to,” he said.
The agency said the campaign reflects its broader focus on developing advertising rooted in local experiences and cultural relevance, amid growing conversations about the need for more authentic storytelling in African marketing and advertising.
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