Algafen: Riding on Local Nuances to Global Relevance
A recent piece of creative work for Algafen by Lagos agency, X3M Ideas made its way to the prestigious adsoftheworld platform, attracting rave reviews and comments from global practitioners and breaking language and geographic barriers.
The work for Algafen, a powerful analgesic, did not engage in verbose language or narration to tell its story rather the Nigeria agency deployed local nuances and imageries to drive home the brand’s selling point. And it hits!
“Pounding yam”, “beating a gong”, and “beating an iron to shape in a foundry” are local activities and expressions of tedious and torturing activities. Imagine any of these happening right inside one’s head!
Hence, expressions like “I feel like there’s someone pounding yam in my head”, “….beating gong in my head” in local parlance describes tough and excruciating pains.
Algafen creative material visualized some of the most common local descriptions of headaches to show that it gives relief against the strongest of headaches.
Steve Babaeko, Chief Creativity Officer/CEO, X3M Ideas, while reacting to the growing popularity of the creative work, disclosed to BrandCrunch, “Algafen is for strong pain”. The Chief Creativity Officer of the agency adds, “we are glad we found the best way to drive home the message in the use of common expressions and nuances of our people”.
“It did not only resonate with Nigerians, but also in sync with the entire human race globally”, adding that creativity is like music is a global language, you find the right rhythm, the communication will resonate with your target audience, Steve expresses while further rationalizing the work.
Advertising Agency: X3M IDEAS, Lagos, Nigeria
Chief Creative Officer: Steve Babaeko
Creative Director: Mike Miller
Deputy Creative Director: Anthony Wolve
Art Director: Macdonald Iheme, Abisoye Odewole, Sodiq Sheu
Illustrator: Sodiq Sheu
Copywriters: Olumide Aganga, Kelechi Uduma
Brand Managers: Victoria Buzube, Vivian Obiano