ARCON AIC 4.0: Kwara State University Wins 1m Naira Prize At Student Creative Advertising Pitch Competition

Kwara State University (KWASU) has emerged as the overall winner of the Student Creative Advertising Pitch Competition at the 4th Advertising Regulatory Council of Nigeria (ARCON) Advertising Industry Colloquium (AIC 4.0), held on August 6, 2026.

The competition formed one of the highlights of the annual industry gathering, which was held under the theme, “The Future of Advertising: Roles of Platforms, People and Regulations.” It featured tertiary institutions from across Nigeria competing with creative communication campaigns focused on the pitch topic, “Social Cohersion, Shared Values and National Identity.”

Participating institutions included Kwara State University, University of Ilorin, Kaduna State University, Rivers State University and Lagos State University. Although six institutions were initially expected to participate, only five eventually competed after one institution withdrew before the event.

Delivering her welcome address, Chief Jury of the Pitch competition, Managing Director and Chief Executive Officer of Prima Garnet Africa, Mrs Yetunde Adesina, described the student advertising pitch as the high point of the colloquium.

She explained that the organisers had always ensured that each geopolitical zone was represented in the competition but noted that one institution withdrew before the event.

According to her, “what we have always done, is ensuring each geo political zone is represented, but unfortunately, one dropped down from the competition.”

She also informed participants that the University of Ilorin and Kaduna State University would make their presentations virtually, while Kwara State University, Rivers State University and Lagos State University would present physically.

Speaking on the competition’s topic, “Social Cohersion, Shared Values and National Identity,” Adesina said the students were expected to develop communication campaigns that would promote dialogue, understanding and a stronger sense of shared identity among Nigerians.

Drawing inspiration from the recently concluded Commonwealth competition, she asked attendees whether Nigerians who celebrated the country’s athletes and contestants did so based on ethnic identities such as Igbo, Yoruba or Hausa. She stressed that the values that unite Nigerians are greater than the differences that divide them.

She also outlined the judging criteria, stating that the panel would assess contestants based on their understanding of the brief, cultural relevance and strategic insight, strength of strategy, originality and creativity, practicality and scalability of ideas, potential for behavioural change and impact, as well as theme cohesion and presentation.

The panel of judges was chaired by Mrs Yetunde Adesina and included Dr Yemisi Bamgbose, Executive Secretary of the Broadcasting Organisations of Nigeria; Mr Omo Kingsley Abunene, Managing Director and Chief Executive Officer of Beam Media Ltd.; Mrs Tobi Williams, Creative Director at 7even Interactive; Mrs Angela Makinwa, Director of Client Engagement Strategy and Creative at EXP Marketing Nigeria; Mr Eki Aduzufeh, Chief Executive Officer and Administrator of Alphabet Media Academy Ltd.; Prof Emmanuel Ajike of the Department of Business Administration and Marketing, Babcock University; and Mr Samuel Olugbemi, Creative Consultant.

Each university presented a unique campaign idea addressing the competition brief. The University of Ilorin built its campaign around metaphors by using Nigeria’s international dialing code, +234, alongside geographical icons to promote national unity. Kaduna State University centred its campaign on the message of being on “The same side.” Rivers State University presented its campaign with the big idea, “Make We Meet.”

Kwara State University impressed the judges with its campaign titled “THE 37TH state.” Explaining the concept, one of the student presenters said, “the 37th state is hypothetical state that does not exist on any map but exists only in the mind of every nigerian who choose love, peace, who see strenght in unity and more value in shared identity, that is, those things that joins us together rather than those things that seperate.”

Lagos State University presented a campaign built around the idea, “Crime Binds, But Unity Frees.”

At the end of the contest, Kwara State University emerged victorious with a total score of 489.5 points to claim the grand prize of N1 million.

The University of Ilorin finished as the first runner up and received N750,000, while Rivers State University placed second runner up with a cash prize of N500,000. Kaduna State University and Lagos State University finished in fourth and fifth positions respectively and were each awarded N250,000.

Director General of the Advertising Regulatory Council of Nigeria, Dr Olalekan Fadolapo, presented the cash prizes to the winning institutions and congratulated all participating universities for the quality of their presentations.

He gave special commendation to Rivers State University for its consistent participation in the competition despite the geographical distance travelled to attend the annual event.

The event also featured the presentation of gift items donated by sponsors to students from various universities. Items including computer mice, keypads and headsets were distributed by the ARCON Director General alongside other industry leaders, bringing the day’s activities to a memorable close.