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THE PITCHER AWARDS

The Pitcher Awards is part of the Pitcher Festival of Creativity. An annual event, organized by CHINI Africa, Cannes Lions official Festival representative in Nigeria. The event is tagged “Africa Celebration of Creativity”.

Pitcher Awards started three years ago in West Africa, with a vision to provide the true and authentic benchmark for African creative excellence. And, beginning with the 2020 edition, its scope has widened to include all work created, released, or implemented anywhere in Africa. It now describes itself as "the new Pan-African benchmark for creative excellence". The Pitcher Awards is now one of the most valuable and internationally respected accolades for creative work produced in Africa.

AWARDS CATEGORIES

The Pitcher Awards has five categories, which are judged by 4 main juries. The Entertainment category is the newest and was announced by the organizers on 9 October 2020 to begin with the 2021 festival.

DIGITAL CATEGORY

The digital category formerly known as innovation category includes the following subcategories: Social Media, Websites, Microsites and Web Services, Apps, Games, Messaging, Devices and Novel ideas,

The gold winners for the Innovation category are:

PITCHER FOR GOOD CATEGORY

The Pitcher for Good is given in recognition of exceptional work, communication or initiative by not-for-profit organisations as well as for-profit organisations that advance strong sustainability narratives with social or environmental issues. Pitcher Awards has also announced a one-off subcategory for COVID-19 in 2021 to recognize and curate campaigns associated with the COVID-19 pandemic. In 2020 “#ItCouldBeYou” for Time to Change Global a campaign produced by Now Available Africa, Accra, Ghana was awarded the Pitcher for Good.

CHANNEL CATEGORY

The Channel subcategories are: Use of Media, Use of Data, Use of Insights and Strategy, PR and Reputation Management and Integrated Campaigns.

HERITAGE

The Heritage subcategories are: Film, Audio, Print, Design, Branded Content and Outdoor materials including Installations and Activations.

ENTERTAINMENT CATEGORY

The subcategories of the new entertainment category are as follows:

Entertainment Film – This will include fiction and non-fiction materials of at least 5 minutes designed for online, cinema or television broadcast.

Entertainment Audio - This will include audio fiction and non-fiction materials such as podcasts and radio programmes of at least 5 minutes.

Media Promo - This subcategory is for station or programme promotional materials created by media companies, networks, broadcasters or publishers.

Live Events – The live events subcategory will include concerts and other events held at physical venues or online to amplify a brand’s message and build stronger engagement with audience.

Sports – The sports subcategory will review and recognize film or audio content built around a sporting event or one that creatively integrates sporting personalities or teams to amplify a brand’s message.

Use of Music – The Use of Music subcategory will honour excellence in work  involving the creation of original music or use of adapted or licensed music to promote a brand.

Music Video – Under this subcategory, the entertainment jury will review efforts in the area of original music video creation and brand integration into music videos.

Comic Skits – The comic skits subcategory will recognize excellence with use of comic skits in any media platform or the excellent use of endorsement by a comedian to promote a brand.

SPECIAL AWARDS

In the Pitcher Awards, the Media Agency of the Year is the agency with the most points in the Channel category; the Digital Agency of the Year is the agency that scores the highest in the Digital category ; and the Advertising Agency of the Year is the agency that has the highest cumulative points across all categories. The Advertiser of the Year is a special award given to clients who have displayed commitment and courage in commissioning and approving works that push and uplift the creative boundaries.